SuperAmma Campaign for Changing Handwashing Behavior

This campaign was designed to motivate mothers to wash their own hands with soap and to encourage their children to do the same. The campaign involved framing handwashing with soap without using the word “germs” and to frame the discussion as a matter of good manners which will help ensure the success of their children. On the part of the children, it was framed as getting rid of “disgusting” dirt on their hands. Mothers who undertook to participate were labeled “SuperAmmas.”

This website offers information about the entire campaign – development/creation, implementation, and evaluation.

Source: DDB Mudra Group

Date of Publication: March 25, 2019