The prevalence of germs often goes unnoticed. And this is a problem because these germs can cause illness and flu. At its peak, germs can threaten a nation. In 2023 South Africa had a cholera outbreak that sent shockwaves through the country - a disease that can be stopped through the simple act of hand washing. As a country already impacted by the high rates of death caused by diarrhoea (which is also preventable by simple handwashing that eliminates germs), South Africa was already starting on a bad foot in terms of handwashing. How do we bring awareness to germs and increase the usage of Dettol bar soap?

In the series of radio ads we delve into South Africa's language phenomena.

In one, we explore South African languages like IsiZulu and isiSwati. Where isiZulu has words that use the letter ‘z’ those same words exist in isiSwati but in place of the ‘z’ there is a ‘t’. We show the big impact that using a simple, small ‘t’ instead of ‘z’ will have.

In another, we explore Thobeka, a popular woman’s name and Thobekani is the lesser known and lesser used male version of this same name. The addition of two small letters - ‘n’ and ‘i’ to form ‘ni’ causes many problems.

Lastly, we explore how the simple omission or addition of 'h' to a persons surname can lead to countless misunderstanding and mishaps.

Likening all these language mishaps to the big ruin that small germs could bring to people’s lives.

Launched in the month of June, this campaign contributed to the 19.5% growth market share that Dettol bar soap enjoyed in 2023. Ending their financial year as a market leader in the bar soap segment.