London School of Hygiene & Tropical Medicine



Show some respect

The Problem
It’s estimated that the transmission of illnesses could be reduced by up to 40% if people washed their hands properly with soap.  Sounds simple but if it’s difficult enough to get hospital workers in London to do this so what are the chances that rural Nigerians will when every drop of water is precious and they don’t believe in germs?

How did we solve this?
We worked with London School of Hygiene & Tropical Medicine to create a behavioural change programme that promoted the benefits of hand washing by associating these with the positive outcome of another key motivation, namely the importance of showing respect. We never mentioned germs or anyone in a white coat. We devised a series of activations for households and school children that included street theatre, story-telling, incentives and ATL communication to spread the word

The Result
Early indications are positive but we won’t know the final picture for another few months when the 6-month follow-up evaluation takes place