Dettol: Making the Invisible Visible

Hand-sanitiser brand Dettol reduced rates of diarrhoea among children and grew penetration with an educational campaign in India.

Campaign details

Brand: DettolBrand owner: Reckitt BenckiserLead agency: McCann Worldgroup IndiaContributing agencies: Impact CommunicationsCountry: IndiaIndustries: Bath toiletries, soapsMedia channels: Events & experientialBudget: Up to 500k

Executive summary

Handwashing is a simple habit which could protect against diseases like diarrhoea.

Yet, thousands of children in India are dying of this very preventable disease. Dettol, India's leading hygiene brand, felt the need to tackle this issue. By going to the root of the problem and finding innovative ways for habit-building among children, Dettol not only reduced incidence...

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