Introducing THE WASHABLE BOOK, the world’s first picture story book that teaches the importance of hand-washing, while washing the pages. As the children wash the hands of the characters on each page, the colors of the illustrations are revealed with a special printing technology. At the same time they learn through the act of washing their hands that germ-free hands are key to a healthy future. All children have wishes for their future. However, in developing countries, 6000 children die every day from infectious diseases such as pneumonia, diarrhea and malaria which are transmitted via dirty hands. Angfa, a Japanese soap company wanted to teach them the importance of hand-washing to protect their lives and their future. Since its launch, the story of the WASHABLE BOOK spread through numerous media with over 1.5 billion impressions and increased sales of Angfa’s soap by 1730%. But most importantly, it’s changing children’s lives and making their wishes all the more real.
Direct advertisement created by McCann, Japan for Angfa, within the category: Public Interest, NGO.
Executive Creative Director, Japan & North Asia: Sean Riley
Group Creative Director: Shunsuke Kakinami
Art Directors: Hisashi Matsui, Noriaki Tanimura (Design & Illustration)
Copywriter: Mai Kaneda
Account Director / Contents Producer: Shinichiro Oku
Agency Producer: Hideki Kanishi