Maverick 1: Year: Maverick 2 Year: Campus: Team:

Business Challenge Diarrhea is one of the leading causes of child mortality in India- 24 kids under the age of 5 die per hour because of it. A simple act of washing hands with soap can substantially reduce the risk of diarrhea and thereby positively impact overall health in the country. BUT… Only 53% Indians wash hands after defecation, 38% before eating and 30% before cooking. Most of them use only water, not even soap. Bring about a change in the hygiene and sanitation practices and thereby help create a healthy, Swachh Bharat. How do we get people to adopt healthy hand-washing practices in their everyday life? Context Brand Mission Brand Challenge

Dettol Case Challenge 2015 Tell us …. I. What’s your ‘Big Idea’ to drive ‘Hand Wash Behavior Change’ in a community? II. What’s the insight behind your idea – the barriers & motivators behind hand washing? III. How will you bring your idea alive in the community - Your Campaign IV. Convince us on how it will change hand washing behavior.

The Community For the purpose of this challenge, identify a local community with a minimum population of 2500

The insights behind the ‘idea’ Analyze and understand the barriers and motivators of hand washing for people in the identified community

The ‘germ of an idea’ The idea that you believe will drive ‘Hand Wash’ behaviour change in the identified community

Bringing it alive in my community How will you bring your idea alive across various touch points in your community? Keep in mind, if your team makes it to The Battlefield - Stage 3, you will be funded with One Lakh Rupees to execute and bring alive your idea in the identified community.

Convince us on how it will change the behaviour The targets and expected outcomes!