In an innovative move to make hand hygiene exciting for children, WiredCo. has unveiled a major new campaign for Reckitt’s Dettol, partnering with beloved children’s entertainers, The Wiggles. The “Wash Like The Wiggles” campaign, now live nationally, aims to transform handwashing into a delightful activity for both kids and their parents.
Handwashing, while essential, rarely excites young children, and parents often find it challenging to encourage proper hygiene practices. “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,” said Holly McCarthy, Reckitt ANZ Marketing Director. Research indicates a staggering 87% of Australian children don’t wash their hands properly, not meeting the recommended 20+ seconds by health experts, McCarthy added.
This insight led Reckitt, one of Australia’s biggest advertisers, to collaborate with The Wiggles. Facilitated by The Comms Department, the partnership leverages the power of trusted role models and music to create memorable handwashing habits in children. Annelie Pennock, Reckitt ANZ Category Marketing Manager, noted, “Our research reflected that 50% of parents/teachers think a role model being involved would be most effective to help their child remember to wash their hands. So, it was important we picked the right partner.”
To amplify awareness, WiredCo. developed the “Wash Like The Wiggles” campaign, which spans cinema, TV, creator partnerships, earned media, and multiple digital platforms. Central to the campaign is a catchy song, simple dance routine, and music video co-created with The Wiggles. Additionally, a new Dettol Kids Colour Foaming handwash, designed to make handwashing fun, is now available across ANZ in major retail stores.
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David Kennedy, WiredCo. Partner, expressed pride in the collaboration, stating, “Being part of this coming together of two giant Australian icons in Dettol and The Wiggles was an absolute privilege for our team. 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.”
Bec Brown, Managing Director of The Comms Department, emphasized the campaign’s purpose-driven nature, “The Wiggles are one of the world’s most trusted children’s brands, and we were delighted to facilitate this collaboration with Dettol on such an impactful campaign. Our partnerships are purpose-driven, always aiming to foster positive change for children, making this Wiggles collaboration with Dettol truly rewarding.”
Complementing the campaign is a limited edition “Wash Like The Wiggles” songbook for content creators, schools, and media, helping parents and children learn the lyrics and actions together. Red Wiggle Simon Pryce added, “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.”
As Australia’s most trusted brand by Reader’s Digest, Dettol is committed to raising hand hygiene standards. “After hearing from parents and teachers about the challenges they face when it comes to getting kids to wash their hands, Dettol had to help,” McCarthy concluded.
WiredCo., recognized as one of Australia’s fastest-growing and most awarded independent creative agencies, is home to several beloved brands, including Pizza Hut, R.M.Williams, Red Bull, THE ICONIC, Peters Ice Cream, Georg Jensen, and Indeed. The Wiggles, managed by The Comms Department, continue to uphold their reputation for fostering positive change through strategic partnerships.
