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Dettol: Keep Protecting by McCann Worldgroup UK

Client: Dettol
Date: Aug 2020
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Lockdown has taught us all to appreciate the little things in life we previously took for granted. As we move out of the lockdown phase, we are all at risk of forgetting the importance and impact of the other little things we have been doing to keep ourselves, our families and our community safe.

To remind us of these, Dettol has launched a fully integrated behaviour change campaign ‘Keep Protecting,’ comprising TV, VOD, digital and OOH. Whether it’s wiping down surfaces in our home, washing our hands when we get to and from work, or even just using hand sanitiser when we’re out and about, the campaign encourages consumers to cherish and remember the little things.

The ‘Keep Protecting’ campaign reminds us that these little hygiene habits are actually huge acts of care and protection, not only in helping prevent the spread of germs causing illness, but also in getting us back to the other precious things that make up our daily lives.

Created by McCann London, and produced through Craft, this campaign reminds us all about the little things we have missed, previously insignificant moments of everyday life. Meeting up with friends, getting a haircut and seeing loved ones, which should all be done in accordance with the latest government advice.

Credits

About McCann Worldgroup

McCann Worldgroup, part of the Interpublic Group (NYSE: IPG), is a leading global marketing solutions network with over 20,000 employees united across 100+ countries by a single vision: To help brands play a meaningful role in people's lives. In 2019, McCann Worldgroup was selected as Adweek magazine's "Global Agency Of The Year" and was recognized as Network of the Year by the Cannes Lions. In 2020, the network was named by the Effies as the world's most creatively-effective marketing services company for the third year in a row. The network comprises McCann (advertising), MRM (science/technology/relationship marketing), Momentum Worldwide (total brand experience), McCann Health (professional/dtc communications), CRAFT (production), Weber Shandwick (public relations) and FutureBrand (consulting/design).

About Dettol

Dettol first started in hospitals 80 years ago, where it was used for cleaning and disinfecting skin during surgical procedures and to protect mothers from illness after childbirth. Ever since then, Dettol liquid has been trusted around the world as a reliable and effective method for cleaning wounds caused by cuts, bites, grazes, insect stings and for personal hygiene to help mums protect their families from harmful germs. Dettol products are safe to use on skin but also powerful enough to use for environmental germ-killing tasks.

Whilst Dettol started by preventing infection and sickness in hospitals in the UK, the brand’s mission was always much bigger, aiming to keep people healthy by protecting families as part of their every-day lives in the home. Every year, Dettol pledges to do more for the health of families across the world - from going into schools to teach children the importance of hand-washing to providing starter kits to new mums to help them care for their new-born baby’s hygiene.

About RB*

RB is more than a company. It’s a growing community of 40,000+ diverse, talented entrepreneurs – all driven to make the world a happier, healthier place. Drawing on each other’s skills and working together, we help make people feel better. Through research and development, we make better products that empower everyone to take their health into their own hands and homes.

We have made it our responsibility and purpose to help people live healthier lives. But health today is more than an absence of illness – being healthy also means being fit and happy. This means we need to consistently strive to be a better business. Socially, environmentally and financially, we act responsibly in all our markets. Our shared values tie every one of us together and unite us with a real sense of pride, so we deliver better products and sustainable results while making a positive social and environmental impact.

*RB is the trading name of the Reckitt Benckiser group