ABOUT

INSIGHT:
Washing hands saves lives. Yet, only 5% of people wash their hands for the 20 seconds it takes to get them fully clean. So, let’s make it easy for people by inventing the first soap that lasts exactly 20 seconds. We may not be able to stop the virus, but together, we can limit the impact it has on our communities.

STRATEGY:
People keep hearing that they need to wash their hands for longer but it can be hard to create new habits. This lead to the idea that made the 20 second rule more engaging and tangible to help spread the message of the importance of clean hands. #20SecondSoap

Solution:
The campaign aimed to educate people while giving them a reason to smile, balancing an informative, fun and sincere tone; not an easy combo. By measuring exactly how big a 20 second piece of soap would last and then got making the product, using creative mediums
that introduced the unique soaps to the world.