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‘Soap Bus Ticket’ Gives Passengers a Clean Ticket to Ride

Leo Burnett Colombo and Asiri Group of Hospitals promote importance of handwashing

Asiri Group of Hospitals’ “Soap Bus Ticket,” GPC Rating: 7.5

The Asiri Group of Hospitals, one of Sri Lanka’s largest healthcare providers, is adamant about one thing: washing your hands. From preventing a common cold to protecting a person from hepatitis, handwashing is crucial to remaining in good health.

Public buses are a mainstream source of transportation in Sri Lanka. With scores of people boarding every day, buses become a hub for spreading germs among passengers. And public bus stops seldom provide sanitizers for their passengers to use.

Leo Burnett Colombo devised the “Soap Bus Ticket," an inventive ticket roll infused with soap. Every bus ticket issued to a passenger also served as a free piece of soap. An integrated campaign of posters and signage educated the public about the benefits of handwashing as a way to help protect people from serious diseases and illnesses.

This innovative idea by Leo Burnett Colombo helped Asiri Group continue its mission of improving health across the nation. The agency skillfully conceptualized a campaign that was beneficial to Sri Lankans. The “Soap Bus Ticket” is a piece of work that has potential to become a global idea.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.