At the beginning of the COVID-19 pandemic, we all learned a very surprising fact:
PEOPLE DON’T KNOW HOW TO WASH THEIR FUCKING HANDS CORRECTLY.
So, as one simple way to combat the spread, strategist Natalie Rempalski and I developed Words to Wash By: a series of bizarrely wordy bathroom posters that tricked people into washing for the full, CDC recommended 20 seconds.
The project was featured in Campaign and Adweek.
My favorite soundbite: “The copy in the posters is somewhat puzzling in places … but if this is a mechanism to get people to go beyond 20 seconds, then mission accomplished and fire up the Effies award applications."
I accept.