Safeguard needed to elevate its brand image as a National Health Icon beyond de-germing superiority to build emotional connections with consumers.

H&K positioned Safeguard as a responsible partner who takes care of China's national well-being by developing a year long sustainable campaign - Building the Health Great Wall - to demonstrate Safeguard's commitment in improving hygiene condition in China.

The campaign generated 250 news reports in top media such as CCTV and drew over 8000 consumers' participation via Safe