We then gave these tissues away for free in public areas where germs usually spread. Creating a fictitious tissue brand is the most appropriate for Safeguard because it catches the target audience in a moment when they are thinking of germs and sickness.

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 handwashing” rose by 10%.