ITC Savlon’s Healthy Hands Chalk Sticks won a Grand Prix for the 2018 Creative Effectiveness Lions, showcasing how creativity can be harnessed to drive change. Only 3% of all work that is entered goes on to win a Lion which makes the earlier win and recognised as part of the decade’ creativity report extremely prestigious not just for the brand, but also the country. This year the work has been included as part of the Cannes Lions Creativity Report of the Decade released recently.

Conceptualised by Ogilvy India, the Healthy Hands Chalk Sticks format renewed children’s interest in the hand hygiene conversation and demonstrated increase in a proper hand wash ritual. The most effective behaviour drivers are the ones that are not overt. They are  simply and engagingly tied into everyday routines. This initiative did just the same while proving Savlon’s commitment to improving hand hygiene – in 2018 towards reducing child mortality, and now in 2020 towards combatting the global pandemic.

Ogilvy India CCOs Kainaz Karmakar and Harshad Rajadhyaksha commented on this news, “Savlon Healthy Hands Chalk Sticks featuring as one of the iconic campaigns of the decade is truly an achievement we will not forget as long as we live. This campaign is a dear part of Ogilvy emerging at the top of Indian agencies in the Lions Creative Rankings. For that, we have Mahesh Ambaliya to thank and our extraordinary ITC clients. “

The campaign was introduced under the brand’s Swasth India Mission programme has been a front runner in driving behavioural change towards good hand-hygiene habits since its inception in 2016.  It has reached over 15,000 schools in 82 cities and nearly 5.6 million children with its innovative outreach. The ongoing program has delivered measurable success in effectiveness to help inculcate hand hygiene habits in primary school children.

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