Paid branded content in the Philippines is mostly product placements on movies, TV shows or radio shows. And these placements are very pricey.

Safeguard Germ Alarm is an original way to do branded content in the Philippine market, eschewing the usual paid placement route and making sure the brand experience was interactive.

Studies worldwide have found that a staggering 84% of people do not wash their hands after using the toilet.

Safeguard needed to change this habit and increase its usage.

We invented the Safeguard Germ Alarm. The first soap dispenser-warning alarm that alerts you to wash your hands after using the toilet.

The Safeguard Germ Alarm is automatically triggered once a toilet-user opens the cubicle door to exit the cubicle.To stop the alarm, the person has to press the soap dispenser button, causing the dispenser to release soap, activating the person to wash them.

More than 12,000 toilet-users experienced the Safeguard Germ Alarms first-hand. Raising incidences of hand washing by more than 50% in areas they were implemented.

Safeguard antibacterial soap sales rose by 37% during the campaign period. Giving the brand its highest market share in 2 years.

Enabling us to get a very important point across: disease-causing germs are alarming and Safeguard antibacterial soap is the best way to stop them.