Grand LIA   |   Winners   |   Finalists

Non-Traditional
Guerrilla Marketing

Gold Winner

Entrant: Y&R South Africa, Cape Town
Hope Soap
"Hope Soap"
  • Corporate Name of Client:
    Blikkiesdorp4Hope and Safety Lab
  • Agency Account Director:
    Rowena Fester
  • Agency:
    Y&R South Africa , Cape Town
  • Global Chief Creative Officer:
    Tony Granger
  • Chief Creative Officer:
    Graham Lang
  • Executive Creative Director:
    Rui Alves
  • Copywriters:
    Nkanyezi Masango, Graham Krige
  • Art Directors:
    Justin Joshua
    Rowan Foxcroft
    Gareth Owen
    Ayesha Mukadam
  • Agency Producer:
    Ashleigh Hamilton
  • Production Manager:
    Rory Bonnes
  • Photographer:
    Aimee Pozniak
  • Production Company:
    The Fraternity , Cape Town
  • Cinematographer:
    Gareth Place
  • Editor:
    Paul Charles
  • Description of the Project:
  • Challenge:
    In South Africa, thousands die every year in disadvantaged areas from preventable diseases like typhoid, diarrhoea, pneumonia and cholera. This is due to lack of hygiene. Worst of all, the diseases affect the most vulnerable and innocent - our children. No more is it true than in Blikkiesdorp, an informal settlement in the Western Cape, South Africa. We worked with Blikkiesdorp4hope, an accredited NGO backed by the Safety Lab, an organisation that works with the City of Cape Town. They wanted to increase awareness of hand hygiene and create a habit of hand washing among children in Blikkiesdorp.
    
    Solution:
    We created Hope Soap. A see-through bar of soap with a small toy inside. The only way to get to the toy is to use up the soap. Community leaders from Blikkiesdorp4hope handed out free bars of Hope Soap to disadvantaged children. The toy incentivised the kids to repeatedly wash their hands with their free bar of soap.
    Results:
    Hope Soap encouraged a change in the behaviour of children in Blikkiesdorp, by instilling the habit of hand washing. Frequent hand washing reduces illnesses by 70% and respiratory infections by 75%. In the end, the children’s small reward was a toy, but South Africa’s big reward was hope for a healthier nation.