Thursday, June 13, 2013

When Safeguard Teamed Up with Saatchi & Saatchi

I met the gorgeous Celevel Ranoco Butler during one of her jaunts to Bohol. 

When she's not traipsing around the world for advertising campaigns being the General Manager of Saatchi & Saatchi Singapore, she also slows down to lend a hand in corporate social responsibility 


Quizzed on why she was in Bohol, she told me of a project her advertising agency has tied up with Safeguard. 

When she mentioned handwashing, it got my attention for it was one of my required topics for BS Nursing students in my English writing classes

So here it is:


Hundreds of thousands of children across developing nations die from preventable diseases like influenza and diarrhea. 

Hand washing with soap is the single most cost-effective way to prevent the spread of these diseases. 

Simply by washing your hands with an antibacterial soap like Safeguard, 99.9% of these germs are removed.

The problem: kids don’t know they have germs because they are invisible.

So, Safeguard stamped their hands with a germ that they could see.


Simply by stamping their hands with a picture of a cute germ, we reminded them to wash their hands. 

With every hand wash, the stamp fades away, which meant that parents and teachers were able to easily keep tabs on whether the kids have cleaned their hands.

In the schools, teachers stamped thousands of children, to teach them the importance of hand washing.

And kids enjoyed removing trillions of deadly germs on their hands – turning hand washing from a dull activity, into something fun.


One little hand has the power to infect an entire classroom in just one minute. 

But with a simple little stamp, Safeguard has proven that we can stop the spread of germs and have fun at the same time.



This activation was made possible by Saatchi & Saatchi (November 2012). 

A million thanks to the school teachers & pupils from Bohol elementary schools in Tagbilaran City, Jagna and Anda

Celevel with some of the faculty & staff in Bacong, Anda Elementary School
with the Creative Team & friends
taking a respite from the hectic three day activity
Executive Creative Director           : Bruce Matchett
Creative Director                          : Jennie Morris
Art Director                                  : Cinzia Crociani, Ruth Ibbotson, Pei Pei Ng
Copywriter                                   : Jennie Morris, Jino Moreto, Paolo Agulto
General Manager                            : Celevel Butler
Global Equity Director                    : Neel Chaurasia
Account Manager                            : Ruth Barcelona
Regional Account Director               : Ann Jingco
Traffic Manager                              : Siti Muttalib
Agency Producer                            : Lolita Ham
Director                                        : Vittorio Badini Confalonieri
Director of Photography                 : Massimo Bettarelli
Credits                                         : Saatchi & Saatchi Singapore

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