The communication goal
67% of the rural Indian households do not have toilets. Open defecation affects children the most and we lose over 1.2 million children to diarrhea every year. Numerous government programs have fetched mixed success rates.
No program has addressed the biggest victims of poor hygiene, the children themselves, strove to make them responsible for the hygiene conversations and the mortality rates.
Dettol embarked on a mission to reduce the child mortality rates in rural India.
The situation analysis
Programs directed at kids have not been successful because they tend to talk down and instruct rather than engage...