MUMBAI: ITC’s ‘Savlon Healthy Hands Chalk Sticks’ campaign has been a big winner at Cannes PR Lions 2017. It has secured top honors with a Gold in the healthcare & wellbeing category. The campaign, conceptualized by Ogilvy & Mather and produced by Good Morning Mumbai, was aimed at encouraging behavioural change towards washing hands among children.

Launched on Children’s Day in November 2016, the Savlon Healthy Hand Chalk Sticks campaign was introduced to engage children in primary schools and emphasize the importance of washing hands before eating. The chalk sticks are infused with cleansers like soap that generate lather when hands are placed under water. This makes for an engaging and memorable experience for children and in turn helps in inducing behavioural change.