Under Savlon’s ongoing school outreach initiative - ‘Healthy India Mission’, the brand wanted to help address one of the most critical issues prevalent in rural India – poor hand hygiene. Millions of children across India still don't have the habit of washing hands with soap before eating. Because they believe washing hands with water is enough. Since children do not take up new habits easily, Savlon, a brand associated with health and hygiene, needed to come up with an idea to help inculcate the habit of using soap when washing hands. The task was to come up with a simple, low-cost solution that could be easily implemented in rural schools across the country.
Primary grade students in rural schools still use black-slate and chalk sticks to write with. After frequently writing and wiping the slate with their bare hands, it is common for the chalk powder to get smeared all over their hands. So Savlon introduced Savlon Healthy Hands Chalk Sticks - special chalk sticks infused with soap.
Most primary grade students in rural India still use black-slate and chalk sticks to write in schools. This led to the idea of Savlon's Healthy Hands Chalk Sticks - made with a mixture of chalk powder and soap granules. Before lunch break when kids put their hands under the tap, the chalk powder on their hands turned into soap on its own. This simple innovation by Ogilvy, Mumbai automatically turned washing hands with soap into an everyday habit.
For the first phase, Savlon identified 100 rural schools across India based on health data analysis. Under ‘Healthy India Mission’ these special chalk sticks were provided to 150,000 students for free. Owing to a great response and demand from schools and NGOs across the country, distribution models were set in place for NGOs whose requirements exceeded over 50,000 boxes.
Once implemented in 100 schools, on Children's Day, this innovation was released as an online video to start a conversation about the importance of hand hygiene in children.