WHO asks WPP to launch #SafeHandsChallenge campaign

The U.N. World Health Organization has asked WPP to launch a user-generated social campaign, open to any agencies, to shift behavior to curb COVID-19 through a consistent handwashing message, called #SafeHandsChallenge.

The campaign will feature prominent artists, athletes, and influencers sharing how they spend 40 seconds while washing their hands (or 20 seconds using hand sanitizer), such as by reciting their lines or singing their hits.

The campaign also extends to brands: a dog-food brand using the time for training, athletic brands for doing lunges or knee-high running, an audio brand for playing music.

In the coming days, WPP will formalize a launch date and take the #SafeHandsChallenge campaign to TikTok, Twitch, and Instagram Stories.

WPP hopes to generate a groundswell of user-generated content featuring contributors and brands.

4A’s member GroupM is working to place the campaign in pro-bono media as well as reaching out to brand influencers.

Agencies can take part in this safety initiative, using WHO’s talent brief and social-platform strategy.