Landor has created the visual identity for Global Handwashing Day, an international initiative launching tomorrow that is backed by private- and public-sector organisations including the World Bank, Unicef and Procter & Gamble.
Long-term Landor client Procter & Gamble appointed the consultancy in April, and the group split the work across its Cincinnati, Hong Kong, London, Sydney, Dubai and Mexico City offices.
Landor was not paid for its work, although Procter & Gamble covered expenses. Richard Westendorf, executive creative director at Landor Cincinnati, says, ‘All time for design and strategic services was donated.’
Some 60 countries across five continents will be targeted in the initiative, which aims raise awareness and encourage hand washing with soap to cut down diarrheal diseases and pneumonia.
Responding to a brief to create a strong visual identity that can be instantly understood by people in all countries, Peter Knapp, creative director for Landor in Europe and the Middle East, says, ‘Our approach was a communication-friendly pictorial message, which is clear across languages.’
The identity will appear on print materials, promotional items and the GHD website.