How the Febreze marketing campaign reduced disease in Ghana

Marketers are masters of habit creation. Teeth brushing, skin moisturizing, water purifying, air humidifying, fabric softening – at some point in history these all were conscious chores, not unconscious habits. Earlier this month, the New York Times reported on Val Curtis, the director of Hygiene Center at the London School of Hygiene & Tropical Medicine, who turned to three global conglomerates – Procter & Gamble, Colgate-Palmolive and Unilever – to help establish hand-washing habits in developing countries that would prevent deadly diseases caused by dirty hands (ie. diarrhea).

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