Hand Washing Challenge

freuds Health & Behaviour Change

Agency: NHS England

freuds was tasked with driving awareness of the new Government guidelines around hand washing and accelerating behaviour change in order to minimise the spread of COVID-19.


We carefully selected a number of relatable, trusted and credible ambassadors who could use their reach and influence to reinforce and explain the government messages, and make them relevant to a broad public audience and build trust to encourage uptake.


17 talent were engaged including Lewis Hamilton, Liam Gallagher, Bear Grylls, Judi Dench and Gordon Ramsay. The activity resulted in over 28 social posts with a total combined reach of over 70 million.