Campaign Boosts Hand Washing in India

A public health campaign that appealed to emotions as well as facts was able to boost hand washing in India, a new study reports. The campaign was called SuperAmma (SuperMom). The purpose was to help reduce severe diarrhea caused by germs. Fourteen villages were randomly assigned to receive the campaign or not. Public health workers conducted events in schools and the community. They included animated films and comic skits. At some events, women pledged to wash their hands before preparing food, after using the toilet and after cleaning up a child. They also promised to get their children to wash, too. The campaign appealed to feelings of disgust at contaminated hands and the desire to have healthier children and higher social status. At the beginning of the study, very few people washed their hands. After 6 months, 37% in the participating villages washed hands.