BBDO India's and Ogilvy's Creative Effectiveness Entries for Cannes 2018
The campaigns have been sent for the Cannes Creative Effectiveness Lions category. #ReleaseThePressure had won one silver, while Savlon Healthy Hand Chalk Stick had won two Gold, one Silver and four Bronze last year
BBDO India is nominating #ReleaseThePressure, while Ogilvy and Mather India will send its Savlon Healthy Hand Chalk Stick campaign for Cannes Creative Effectiveness Lions this year.
BBDO India’s #ReleaseThePressure campaign for Mirinda had bagged Silver in the PR Lions (Integrated) category at Cannes Lions 2017. The Savlon Healthy Hand Chalk Stick campaign had won two Gold, one Silver and four Bronze last year.
The film features real letters written by real teenagers expressing their distress over the tough time they experience during exams and the parental expectations which add to the pressure. The ad dramatises these letters by having children read them out.
“Exams are near and I am scared. Not from exam pressure but from pressure from you (parents),” says a teenager as she reads out a letter in the film. Parents of the children are brought in and are given the letters written by their children. As the parents read the letter, they realise their mistake and break down.
The brand chose the topic of parental pressure and student suicide after meeting some teenage consumers of Mirinda and hearing about the stress that they experience. The campaign triggered immense social media conversation around the topic of exam pressure and became a big hit.
Savlon Healthy Hands Chalk Sticks
The campaign was part of 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 be 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.
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 1,50,000 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.
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