The TV spot tells the story of Vitória, the main character of UNICEF’s 2014 Annual Report. It was posted on UNICEF’s Facebook, reaching more than 50.000 views in just two weeks.
Vitória speaks in rhyme with the viewer and is part of all of the campaign communication materials.
These are the lyrics for the jingle she sings:
“Water and soap feels so good
between the fingers
1, 2, 3, 4, 5
I wash my hands with ash or soap!”
The children love it, just like their parents. Singing the jingle is a fun way to encourage the kids to wash their hands.
We created 500 custom soap bars with Vitória’s name to distribute during the theatre sessions in schools. With the soap bars, UNICEF organized a hand-washing workshop for the children.
We did a social media campaign in which several Mozambican celebrities were challenged to draw what it felt like to wash their hands.