The best intentions get lost in the execution, something Unilever has learnt the hard way when reaching rural India. As part of their school programme, the company have equipped thousands of establishments with Lifebuoy product to contribute to the hygiene efforts of the authorities. But product alone does not ensure behaviour change, nor awareness.
Understanding what makes kids tick, we hacked the ubiquitous water pumps and turn them into playtime, to encourage hand-washing before meals.
Eating with the hands is common practice in Indian food. Washing them beforehand, not so much.
Kids must wash their hands before the meal, but pumps are not kid-friendly and get neglected.
We came up with a contraption that, attached to the pump handle, turns it into an attractive rocking horse toy.
No communication was required. Kids interacted with the Jump Pumps and washed their hands intuitively.
The programme reached thousands of schools across India.
Credits
This idea would not have happened without the outstanding people I had the privilege to work with. I want to give due credit to Vipul Salvi, Rahul Saigal and Samir Gupte.
