To help demonstrate this, we created a fictitious tissue brand called Sneeze and Sniffles. It looks like a normal box of tissues from the outside but once opened it reveals a different face of a child printed on each tissue. Underneath each face is the message: “This tissue won’t stop your germs reaching her.” We took these tissues to highly populated public areas where germs more easily spread and gave them away for free.

The effort convinced Filipinos to stop grabbing tissue and start grabbing hand soap.It is featured in many of our target market’s Facebook, Twitter and other networking sites. It received free media worth 100,000 pesos and counting. And during the span of our effort, searches on “Safeguard and hand washing” rose by 10%.