Cannes Contenders: Saatchi & Saatchi Shanghai
In the lead up to next month’s Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…
Saatchi & Saatchi Shanghai
The hand-washing revolution activity designed by Saatchi & Saatchi Shanghai for Safeguard was run last year in kindergartens and primary schools around China. The fun activity has the children standing in a row in front of a projector, which projects their hands onto the large screen, showing up bacteria in different colors. The children “picked up” a piece of soap on the screen, and rubbed their hands thoroughly. Voluminous foam immediately showed up on the screen, killing the bacteria completely. The activity was inspired by the alarming fact that more than 700,000 children nationwide are infected with hand- foot-mouth disease, which is contagious through physical contact. All children like to use their hands to touch objects to explore the world around them, but often they have no idea about the importance of washing hands, so they are easily infected with diseases.
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