As per the latest census, Pakistan now has the largest share of youth population. Due to this change in population demographics, the country has seen a positive change in terms of the youth being more aware of their civic responsibilities. This change in perspective and the way of working is largely attributed to an increase in educational awareness, reform and the desire to become better citizens of the country. Hygiene and education were and still are considered to be major hurdles in the development of the nation. However, the past years have seen considerable improvement with children being educated on the importance of personal hygiene and cleanliness. More so, this change is also being observed with a renewed interest in education and keeping Pakistan clean. (too long)
This change of thought was not achieved overnight, and it certainly did not come around without hard work. The change of mindsets across Pakistan was assisted through the efforts of Reckitt Benckiser Pakistan that launched several campaigns in the market with the purpose of spreading awareness about personal hygiene. The initiative talks to children, the future generation of the country, with the aim of teaching them the importance of keeping their houses and the streets of Pakistan clean.
Dettol Warriors, an animated series targeted towards children, introduces three kids as warriors whose calling is to fight monster germs to make sure hygiene prevails. The message conveyed to the youth is loud and clear: a dirty and unhealthy environment is a breeding ground for germs. This is portrayed through the character of a monster, Germoon, the leader of all germs.
While Dettol Warriors have assisted in creating awareness for hygiene in young minds, their new campaign offering the “Dettol Warrior Education Fund” worth Rs.250,000 to one lucky winner, leaves kids processing what they have learnt and mulling over the key take outs from it. The message reiterated is that the war against germs is far from over and while the warriors continue to fight germs, it is also the responsibility of the little ones to continue the worthy fight towards a cleaner and greener Pakistan.
Humayun Farooq, Director of Marketing – Health, at Reckitt Benckiser (RB) Pakistan, makers of Dettol, said, “Dettol Warriors are on a mission to create awareness in children regarding hygiene which in turn will protect children across Pakistan from germs that make them ill during the school year. This special Dettol Warrior Education Fund is to excite children so they can associate with their favourite character and ensure healthy and hygienic practices for themselves and those around them. We at RB are committed towards a healthier and cleaner Pakistan promoting positive behaviour change to the masses under the bigger umbrella of our initiative “HogaSaaf Pakistan.”
To take part in Dettol Warrior Education Fund, follow these three simple steps and try your luck at winning Rs. 250,000:
- Give a missed call on 0306-3338865 (0306-3DETTOL)
- Receive a recorded call and listen to three ideas by the Dettol Warriors to defeat Germoon
- Vote for your favourite idea through SMS (details will be provided on the recorded call).