CCA isn’t afraid to get “dirty” when it comes to tackling some of the leading public health concerns and has created a reputation of delivering measurable impact on complex issues through disruptive communication tactics.
Disrupting perception about a major public health issue sometimes requires looking at it from the ground up. Our work doesn’t get more on-the-ground than conducting “stake-out-style” observations of handwashing behavior in public restrooms throughout North American airports. Originally launched in 1995, the campaign got a reboot in 2003 with the launch of the Take Action: Clean Hands Campaign national survey to gauge the general public’s habits in regards to hand washing. The two-pronged approach generated real-world data that sparked a dialogue on the importance of hand washing in order to prevent the spread of infectious diseases. National and local media were compelled to report that infectious diseases are spread because Americans weren’t washing up – causing many people to stop and think about how clean their hands really are. The campaign even landed on the opening monologue of the Tonight Show with Jay Leno. In today’s digitally driven world, we can’t help but think if we did it all over again, #WashUp would trend across our news feeds.
Advancing the Unmet Needs of Patients with Rare Diseases