hackwashing
You can’t change 150 million people’s poor habits overnight. But you can hack them
For over 60% of people in rural India, washing their hands means just rinsing with water—no soap involved. This spreads fatal diseases (cholera, diarrhoea, pneumonia, COVID). So, we got our hands dirty and re-educated 150 million pilgrims to use soap during the Kumbh Mela, the world’s largest human gathering: a 45-day makeshift town, 660 mass food courts, and 150,000 portable toilets.
How? By hijacking their behaviour, instead of slapping up another ad.
Agency: VML Commerce / Geometry Encompass • Client: Unilever • Product: Lifebuoy • CEO: Ranjit Raina • COO: Shankar Shinde • ECD: Arpan Jain / Jorge Thauby • CD: Meenal Brahmane • ACD: Sandeep Gaur / Madhurya Alankaar • Writer: Julián Gutiérrez • AD: Andrés López • BM: Roshan Abbas / Ashish Shrivastav • Planning: Tavleen Kaur / Rhea Jain • Business Director: Siddharth Agarwal • Production Company / Directors: Little Lamb Films / Tiyash Sen / Deval Samanta
