With the help of Diversey, a tailor-made prototype of blue foaming hand soap was developed to provide a new sensorial experience that increased the visibility of the hand washing process. In parallel, a 7-step hand washing motivation approach was developed. Nudging techniques such as the use of instant gratification, micro rewards, angel motivation stickers, and creating a special moment at the start of the day for the ritual, encouraged the children to make the daily moments a habit, not only at school, but more importantly at home with the family. The field study showed children’s excitement of the daily handwashing routines at school extended to the family behaviour at home, which was a real game changer.
The initiative, created and led by Edward Huizenga – UMIO’s Professor in Strategy, Innovation and Change, along with Diversey and colleagues at Benhurst and Co, uses behavioural science research as the starting point for this project. As the success of the project has grown, so too have the partnerships with companies such as Kindante, Allianz, Johnson & Johnson Trust Foundation and Simavi supporting the programme. The interdisciplinary project group started looking at ways of building hand hygiene into a daily routine that improves personal hygiene in young children. They used nudging and behaviour change techniques and applied them to hand washing to put a habit-building mechanism in place and make daily hygiene habits become a reality.