To the Chinese, Spring Festival is the most important time for family reunions.

However, since 2020, the majority of Chinese have spent three consecutive Spring Festivals away from their hometowns and away from family…for the sake of protecting each other’s health

2023 was the first Spring Festival of the post-pandemic era, and an unprecedented number of people returned home.

During this time, national health protection brand Safeguard had the responsibility of encouraging everyone to continue looking after their health.

The video presents three different people’s "Wash hands and eat” stories.

“Wash hands and eat” is a mother's longing to see her child again.

It can dissolve the barriers of time and distance, bringing our hearts closer and even serving as an expression of understanding.

The campaign video received a record high of 211 million views and a record 2.1 million interactions, a year-on-year increase of 250%.

It was shared on three mainstream video platforms and one satellite TV (Shenzhen TV) station’s official account.

The Weibo topic #Wash your hands before heating, celebrate a healthy Spring Festival# attracted more than 20 invited KOLs and 31 corporate accounts, driving more than 27 million views.

Total impressions across all platforms reached more than 400 million.