In 2015, the Dettol School Hygiene Education Curriculum set out on an ambitious quest: to weave the principles of hygiene into the fabric of everyday life for India’s children. Spanning nearly a decade, this curriculum reached deep into the heartlands of India, touching millions with its vital message.

Enter the Dettol Hygiene Olympiad, conceived as both a celebration and an evaluation. This innovative platform was designed not just to test the retention of hygiene lessons but to reinforce them, making hygiene a living, breathing aspect of children’s reality. The Olympiad’s objective was ambitious: to gauge the curriculum's impact and further ingrain these life-saving practices. It sought to bridge the gap between education and application, ensuring that the legacy of the curriculum wasn’t just theoretical but practical, securing a healthier tomorrow for India.

The creative strategy behind DHO was to leverage a quintessential aspect of Indian culture: a deep-rooted competitive spirit. Indians have long excelled on international stages, from sports to spelling bees. Recognizing this, DHO was ingeniously conceived to channel this national penchant for competition into the realm of public health education. By transforming hygiene education into a competitive exam, DHO sought not just to educate but to engage children by strategic partnerships, bringing on-board Campaign Ambassador – Ayushmann Khurrana, UNICEF India’s National Ambassador, along with media and digital outreach.

The Olympiad was conducted to evaluate students on their proficiency in hygiene in eleven regional languages, including Sanskrit, the oldest language known to humans, and braille. DHO galvanized the nation, transcending linguistic and geographic barriers to champion the cause of hygiene and transforming hygiene practices from something that is good for children to something that children are good at.

The PR strategy for Dettol Hygiene Olympiad skillfully navigated the complex landscape of public health communication, embedding the crucial message that "Hygiene is the first step to greatness". Acknowledging the indispensable role of PR in driving genuine behavioral change, the campaign meticulously targeted a broad demographic, including students, educators, parents, and health advocates, intertwining hygiene with personal and communal achievement.

Crafted culturally relevant content ranging from informative infographics and engaging videos to impactful testimonials, all designed to resonate across varied audiences. Distribution was strategic, leveraging social media for youth engagement and partnerships to embed hygiene education among children in schools as well regional institutions, and media relations to celebrate hygiene success widely.

This nuanced PR approach was central to campaign’s success, elevating DHO from an educational initiative to a national conversation starter. It underlined the transformative power of hygiene, not just as a practice but as a societal value.

The PR execution of Dettol Hygiene Olympiad spanned several strategic phases over four months, engaging millions across India's diverse landscape. Initially, the campaign harnessed digital platforms and partnered networks to introduce the Olympiad. Following this, a nationwide launch, covered by major media outlets such as Bloomberg, PTI and NDTV among others, introduced the Olympiad to a wide audience, emphasizing its significance and reach. High-profile endorsements by Government of India and Padma Shri awardees, and collaborations with educational KOLs amplified the campaign's visibility, enhancing its credibility.

Highlighting the journey and achievements, regular media engagements and social updates showcased real-time impact and stories of change. The campaign culminated in a celebrated awards ceremony, recognized across national media, spotlighting winners and participants, thus magnifying the campaign's reach and impact.

This meticulous PR execution marked DHO as a landmark initiative in public health awareness, embedding importance of hygiene in the consciousness of millions.

The Dettol Hygiene Olympiad's results underscore the profound impact and widespread engagement the campaign achieved. Participation from 30 million school children in over 840,000 schools, across 28 states, 8 Union Territories, and 161 districts, marked an unprecedented scale that surpassed renowned international competitions like the International Math Olympiad and Spelling Bee. The initiative touched the heart of India, including aspirational districts and diverse educational settings, from tribal areas to religious institutions, showcasing its unparalleled inclusivity and reach.

DHO effected tangible changes in hygiene practices among children, a critical achievement against the backdrop of public health. Notably, handwashing practices surged from 11% to 82%, regular sanitation practices were adopted by 75% of respondents, a dramatic increase from initial 6%, and school absenteeism due to illness decreased from 36% to 23%, Moreover, the positive shift in attitudes towards sanitation, from 44% to 86%, signifies a cultural and behavioral transformation that extends beyond campaign's immediate scope.

The campaign's success was mirrored in the significant media attention it garnered - 1,044 media exposures reaching an estimated 125 million people. This extensive coverage not only helped spread awareness but also celebrated the 15 winners who received up to INR 5Lakhs ($5,982), making them local heroes and ambassadors of the campaign.

Dettol Hygiene Olympiad has not only empowered the nation's youth with essential hygiene knowledge but laid a solid foundation for a healthier future. DHO showcases the unique ability of PR to drive behaviour change toward public health issues in addition to raising awareness.