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The Wiggles team with Dettol for ‘truly rewarding’ new campaign

Reckitt’s Dettol has partnered with The Wiggles to launch an exciting campaign aimed at making handwashing fun and engaging for children and parents, Mumbrella can reveal.

The partnership was created by Dettol and The Comms Department, on behalf of The Wiggles – with the campaign executed by WiredCo – and uses music to build memory structures that teach children to wash their hands properly.

A new Dettol colour foaming handwash has also been created in collaboration with The Wiggles which is available to buy in Woolworths, Chemist Warehouse, and other stores across Australia.

Reckitt ANZ marketing director Holly McCarthy said: “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.”

The ANZ campaign, launched this week across cinema, TV, creator partnerships, earned media, and various digital platforms, centres around a song, simple dance routine, and music video co-created with the iconic children’s music group.

WiredCo. partner David Kennedy said being part of this coming together of two giant Australian icons was an absolute privilege.

“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,” he said.”

To complement the campaign, a limited edition Wash Like The Wiggles songbook has also been created to educate children about handwashing.

Red Wiggle Simon Pryce said: “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.”

Bec Brown, managing director of The Comms Department, which represents The Wiggles, echoed her delight at being part of the campaign.

“Our partnerships are purpose-driven, always aiming to foster positive change for children, making this Wiggles collaboration with Dettol truly rewarding.”

According to Dettol’s research, 87% of Australian children don’t wash their hands for the 20+ seconds recommended by health experts. To overcome this issue, 50% of parents/teachers think a role model being involved would be most effective in helping their children remember to wash their hands.

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

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