WiredCo. launches new ANZ campaign for Dettol

In a first of a kind, WiredCo. has launched a major new campaign for Reckitt’s Dettol, who have partnered with The Wiggles to find a way to turn handwashing into a fun experience for both parents and children alike.

Let’s be honest, handwashing isn’t something that excites children, and the thought of getting them to do it may evoke even less excitement for parents.

“During the pandemic, hand hygiene naturally grew. Post-pandemic, it’s important that we keep it on the agenda amongst 3–6-year-olds so they can keep building those vital social and play skills without interruption from the spread of germs.” says Holly McCarthy, Reckitt ANZ Marketing Director.

“And our research indicates a staggering 87%1 of Australian children don’t wash their hands properly by not washing for the 20+ seconds recommended by health experts.” added McCarthy.

This was a clear signal to Reckitt – one of Australia’s biggest advertisers2 – that Dettol could help parents, leading to the partnership between Reckitt and The Wiggles. The partnership, which was facilitated by The Comms Department, has a fresh approach to making handwashing fun, but also highly memorable in the way it uses a trusted role model and music to build memory structures that teach children to wash their hands properly.

“Our research reflected that 50% of parents/teachers think a role model being involved would be most effective to help their child remember to wash their hands1. So, it was important we picked the right partner.” says Annelie Pennock, Reckitt ANZ Category Marketing Manager.

To raise awareness of the partnership, WiredCo was appointed to develop the Wash Like The Wiggles campaign. The ANZ campaign – which has launched across cinema, TV, creator partnerships, earned media and multiple digital touchpoints this week – centers around a song, simple dance routine and music video that was co-created with The Wiggles.

To support it, a new Dettol Kids Colour Foaming handwash has been created with The Wiggles, which helps making handwashing fun, and is available now across ANZ in Woolworths, Chemist Warehouse, Amcal (AU), New World (NZ), Pak n Save (NZ), The Warehouse (NZ), Fresh Choice (NZ) and some pharmacy stores.

“Being part of this coming together of two giant Australian icons in Dettol and The Wiggles was an absolute privilege for our team. For us, working with such a compelling insight and bringing that truth to life was important to solving the challenge in the freshest possible way.” Says David Kennedy, WiredCo. Partner.

“The Wiggles are one of the world’s most trusted children’s brands, and we were delighted to facilitate this collaboration with Dettol on such an impactful campaign,” says Bec Brown, Managing Director of The Comms Department. “Our partnerships are purpose-driven, always aiming to foster positive change for children, making this Wiggles collaboration with Dettol truly rewarding.”

To compliment the campaign, a limited addition Wash Like The Wiggles songbook has also been created for content creators, schools and media, which helps parents learn the lyrics and actions with their children.

“We understand that teaching children about hand hygiene can be as challenging as getting them to eat their veggies. That’s why we’re pleased to work with Dettol on a unique approach to education that resonates with children and helps vital messages like this stick.” commented Red Wiggle Simon Pryce.

As AU’s most trusted brand by Reader’s Digest3, Dettol feels it has a duty to help lift the standard, which is why it wasn’t shy in investing in this long-term strategy that will help a generation of children.

“After hearing from parents and teachers about the challenges they face when it comes to getting kids to wash their hands, Dettol had to help.” added McCarthy.

WiredCo., a B&T Independent, Campaign Asia and AdNews Agency of the Year is one of Australia’s fastest- growing and most awarded independent creative brandformance businesses; home to some of Australia’s most loved brands such as Pizza Hut, R.M.Williams, Red Bull, THE ICONIC, Peters Ice Cream, Georg Jensen, and Indeed; all wrapped up in a people-first culture.

The Wiggles are represented by The Comms Department. Led by Managing Director Bec Brown and Executive Director Michael Hickson, the all-senior team is renowned for its strategic public relations and talent management expertise, managing publicity, social media, corporate communications, brand partnerships, and crisis management for some of the world’s leading entertainment, lifestyle, and consumer brands.

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• CAMPAIGN CREDITS
• WiredCo.:
• Joe Stuart, Creative Lead
• Sasha Thariani, Senior Account Director Jessica Nutt, Senior Account Manager Michael Hanly, Senior Designer
• Michelle Hampton, Partner
• David Kennedy, Partner
• Reckitt/Dettol:
• Holly McCarthy, ANZ Marketing Director Annelie Pennock, ANZ Category Manager Amy Vu, ANZ Dettol Senior Brand Manager Gary Bevan, Partnerships Manager
• Daniel Bunten, Digital Manger
• Rebecca Antonucci, Legal Counsel
• Sally Fan, Senior Associate Regulatory Affairs, R&D
• The Precinct:
• Emma Plummer, Producer Di Yee, Director
• Henry Motteram, MD
• The Wiggles & Hot Potato Studios:
• The Wiggles Cast
• Aaron Hill, DOP
• Kate Chiodo, Production Manager
• Rachel Barlow, Production Coordinator
• Michael Refalo, Photographer
• Bec Brown, PR and Sponsorships – The Comms Department Michael Hickson, PR and Sponsorships – The Comms Department