From Ogilvy Africa.
Public health messaging in rural Kenya has to reach women who are not reading posters, watching television or online.
Print the health guidance into the lesso, the printed wrap cloth women already wear and carry every day.
The Stupid/Smart of it
Stupid: Putting your entire media budget into fabric, with no way to measure impressions.
Smart: Using clothing as a health leaflet sounds impractical, until you notice the lesso already carries printed proverbs and slogans by tradition.
The lesso already had a centuries-old convention of carrying written messages, so the format was borrowed, not invented.
The medium is worn, washed and re-worn for years, so one distribution is a decade of exposure.
Noticing the lesso already carries printed proverbs by tradition, so the format is borrowed rather than imposed.
Idea-poweredIt works when you describe it out loud. You could brief this. Survives paraphrase.
Loeries Africa & Middle East 2022: two Gold and one Silver.
Cannes Lions 2022: Gold Lion. D&AD 2022: Yellow Pencil. Also recognised at the London International Awards.
Straight talk: I originally listed this as a Loeries Grand Prix. It was not — it took two Golds and a Silver. Corrected here.
Client: Roto Tanks, with the Ministry of Health Kenya
Agency: Ogilvy Africa, via the Ogilvy Give programme
The work: postnatal and child-nutrition guidance printed into the lesso, the patterned cloth Kenyan women already use to carry babies on their backs
Distribution: Roto's existing delivery network, handed out at health awareness drives run by healthcare professionals
Audience: young mothers in rural East Africa, targeting malnutrition in children under two
The devices behind this one, from our library of ways in:
Sources: Ogilvy, Lesso Lessons · Ogilvy Africa case page · Aptantech, Loeries results · The One Club entry · WPP case page
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