Cleaning Up With A Clever Print Ad

A newspaper ad with a sudsy secret helps people stay safe during the pandemic.

Are you washing your hands correctly? Because a quick rinse under the cold tap may not be enough to keep the virus – and other less dramatic germs – at bay. Medpeople, which specialises in the recruitment of medical workers in Sweden, wanted to change that. Because Sweden had adopted a less restrictive approach to tackling the virus, the correct barrier gestures were even more vitally important. So Medpeople and its agency Le Bureau created a simple press ad illustrating the right way to wash your hands. Less simple – it was printed on special paper made of soap, so after memorising the gestures you could tear it out, turn on the hot tap, and wash your hands. Presumably the rest of the newspaper could be used for drying them.