Of the many learnings of lockdown, the fact that many consumers did not in fact know how to wash their hands properly is a key one. The twenty second rule, the two rounds of Happy Birthday; now we know the rules, we don’t intend on breaking them.

To promote and influence the nation’s hygiene habits, MullenLowe teamed up with Lifebuoy to create an educational campaign that communicates a message around the importance of good hand washing habits to help reduce the spread of infection.

‘Bish Bash Bosh’ is running as in-store activations and above the line but it also intends to bring about behavioural change at a grassroots level through embedding good hygiene habits with groups from school children to the most vulnerable. To reach into schools, Lifebuoy are partnering with We Are Futures to deliver free hand hygiene kits and run an educational programme for children in over 4,000 schools.

The campaign has been designed to address the lethargy that might be starting to set in around hygiene habits, as lockdown measures continue to lift and people disregard the good practices they’ve developed under lockdown.

Chris Barron, VP Beauty & Personal Care at Unilever UK&I, explained: “We know that simply asking people to ‘wash their hands frequently’ just doesn’t cut it, as it doesn’t enact the behaviour change needed to help keep people safe. Our experience tells us that what people do respond to is the combination of the message alongside contextual and timely reminders.”

Lifebuoy and MullenLowe have one of the longest running partnerships in advertising, having collaborated since the 1970s and this latest campaign is a prime example of the power of creative collaboration in a crisis. It recognises the unique position the brand is in during these uncertain times, using the campaign as a force for good to bring about long lasting and vital behavioural change.