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ITC’s ‘Savlon Healthy Hands Chalk Sticks’ is one of the world’s top 10 PR campaigns: Global SABRE Awards 2017

01-November-2017
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ITC’s ‘Savlon Healthy Hands Chalk Sticks’ is one of the world’s top 10 PR campaigns:
Global SABRE Awards 2017

Making a mark at the Global SABRE Awards 2017 held in Miami, ITC’s ‘Savlon Healthy Hands Chalk Sticks’ campaign was recognized as one of the world’s 10 best PR campaigns. The PR strategy for the campaign was executed by PR Pundit, the only Indian PR firm to win a PR Gold Lion at Cannes earlier this year, in close consultation with the PR & Media team at ITC. The innovative thought and campaign, conceptualized by Ogilvy & Mather, India was aimed at encouraging behavioural change towards washing hands among children.

Launched on Children’s Day November 2016, the Savlon Healthy Hands Chalk Sticks campaign was introduced to engage children in primary schools and emphasise the importance of washing hands before eating. An engaging and memorable experience for children, the innovative chalk sticks are infused with cleansers like soap that generate lather when hands are placed under water. The chalk sticks are being introduced in schools across the country especially in mid-day meal schools. More than 1 million children have been reached with this initiative.

As a not for profit education campaign, the communication approach was to seed the thought, enable conversations and invite volunteers to spread the idea and help share the innovation.

Commenting on the global recognition, Archana Jain, Founder and Managing Director, PR Pundit, said, "2017 has been an enviable year for PR Pundit, given our exceptional performance at industry awards across the globe from Asia-Pacific to Miami. The communication programme was designed with the team at ITC Savlon and we are glad that we made the programme stand out and shine. The compelling story telling by the creative agency to induce behavioural change was instrumental in designing the communication approach. We were able to galvanize support from the relevant stakeholders through a focused deployment and conversational approach in traditional and social communication platforms.”

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