Many Filipino parents still believe that spanking is a valid way to discipline their children. "My parents spanked me, and I turned out okay.” But expert studies, including Save the Children's own research in the Philippines, show that corporal punishment makes children more aggressive towards others, with long-term consequences.

Softhands Hand Lotion was launched at the Karl Edward Bazaar, a major shopping event. Everything about the launch led people to believe it was a real hand lotion. We had product testers, intro posters, beauty advisers...just like a regular personal care booth. It was all quite normal – until they read the back label copy. Customers brought home a bottle of Softhands in exchange for a pledge to support positive discipline.

Softhands was launched at the Karl Edward Bazaar, a major shopping event. Customers could bring home a bottle in exchange for a pledge to practice positive discipline. We collected hundreds of pledges on the spot. “It was a way to reach out to a market we don’t usually encounter,” said Wilma T. Bañaga, Child Protection Advisor for Save the Children. Save the Children has taken Softhands on the road, bringing the booth to its ongoing positive discipline seminars, collecting more pledges along the way.