In India, millions die due to diarrhea. The simple act of washing hands with soap before eating can reduce the incidence of diarrhea. However consumers are either blissfully unaware or they simply forget. Which is why, we decided to focus on meal time as an important hand-washing occasion. However the conundrum was how to deliver this otherwise obvious message impact-fully, so that it was internalized, impacted behaviour? We decided to heat-stamp Rotis (a staple diet) to create an edible message that reminds you to wash your hands right before eating.
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