Selling Hand-Washing to Africa

The New York Times on how Dr Val Curtis ‘sold’ hand-washing to Africa:

Diseases and disorders caused by dirty hands — like diarrhoea — kill a child somewhere in the world about every 15 seconds, and about half those deaths could be prevented with the regular use of soap, studies indicate.

But getting people into a soap habit, it turns out, is surprisingly hard.

To overcome this hurdle, Dr. Curtis called on three top consumer goods companies to find out how to sell hand-washing the same way they sell Speed Stick deodorant and Pringles potato chips.