Soap company Savlon started with a problem: Kids in India eat with their hands but often don’t wash them with soap, and it’s one of the leading causes of illness and school dropouts.
Since 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.
Why its hot?
Didn’t create anything new or spent much to create a powerful innovation. A simple idea that turned a tool already being used (chalk) into the solution (antiseptic soap chalk)