The Handwashing Initiative (HWI) of Peru began in 2003 as a multi-sectoral effort to increase handwashing among mothers and young children. WSP provided coordination and technical assistance to HWI throughout its implementation, which rolled out in two phases. The first phase of the project included a study designed to uncover the underlying factors of low rates of handwashing with soap. In addition, the program methodology used in the first phase was designed to motivate mothers and strengthen their skills to manage soap for handwashing purposes. Critical determinants of handwashing with soap identified through this phase would inform the second phase of the project. The second phase of the project, from 2007-2011, targeted mothers of children between ages 5-12 and primary school children. A multi-channel communications strategy was developed to reach these target populations, including interpersonal communication (IPC), mass media and direct consumer contact (DCC) campaigns. On this page, you will find examples from each of these communications strategies.
For more information on the program theory, design, and initial lessons learned, see:
Peru: A Handwashing Behavior Change Journey
Direct Consumer Contact
Guide for Local Theater Groups (in Spanish)
The guide linked below helped local groups replicate promotional events in small towns and villages, and ensured the events presented a consistent storyline and set of characters across villages.
Super Jaboncin Mascot at a Large DCC Event
Super Jaboncin (aka Super Soapy) teaching children about the importance of handwashing in three key times: before meals, before cooking and after using the toilet.
Handwashing Initiative - "Super Jaboncin"
The Public-Private Partnership for Handwashing is a global initiative to promote handwashing with soap to reduce diarrhea. Here is a video of the activities and events carried out in Peru.
Global Public-Private Partnership for Handwashing with Soap #2
The Public-Private Partnership for Handwashing is a global initiative to promote handwashing with soap to reduce diarrhea. Here is one of the campaign materials used in Peru.
Handwashing Promotion in Peru (in Spanish)
This "Bubbles of Love" campaign promotion in Peru was produced as part of the Public-Private Partnership for Handwashing and used to educate children on the importance of using soap for handwashing.