Kimberly-Clark Professional’s ongoing hand hygiene initiative improves local health habits in Latin America

Wash, wash and wash your hands. That is the No. 1 message that every health organization – and the media – is giving today in order to prevent the H1N1 flu virus and other communicable diseases. However, Kimberly-Clark Professional Latin America (KCP-LAO) has been investing in improving hand hygiene habits since 2006.

The “La salud está en tus manos” (“Health is in your hands”) campaign describes the seven steps to correctly wash your hands:

• Moisten your hands with water
• Apply soap
• Scrub your hands for 20 to 30 seconds
• Rinse with water
• Dry your hands with a paper towel
• Throw the towel in the trash
• Complement your washing with hand sanitizer

The initiative started in Central America and Argentina, and year after year it has been strengthened and adapted by all Latin American Operations countries, which has made it a key pillar for the business.

The initiative’s primary objective is to improve the overall health of the public by increasing the use of thorough hand hygiene practices by employees and customers in target populations.

KCP-LAO has developed a complete set of communication materials, including print advertising, educational materials for restrooms, hand washing stations, stands and training modules for tradeshows. Also, last year, KCP-Central America carried out an effective media campaign on the topic, including print advertising in magazines and non-traditional media like an on-board TV spot with a regional airline.

“We believe that improved health and hygiene are among the greatest contributions we can make for our communities and therefore we are focusing our social responsibility activities toward improving hygiene habits,” says Sebastian Buzeta, KCP-LAO director.

For example, KCP-LAO in conjunction with the Panama Canal Authority re-built the restrooms of schools in economically deprived areas around the Canal. With the support of Fausto Fernandez, former K-C Panama’s general manager, and the KCP local team, they donated $10,000 to “La Colorada” school to buy construction materials to build the restrooms that will be equipped with KCP systems free of charge.

“It is great to work with an institution like the Panama Canal Authority that, like K-C, has a great deal of focus on environmental and social areas,” Buzeta says. “This is the first of many steps and we would like to include the Panama Canal Authority employees and their families in future KCP programs.”

The initiative further aims to increase use of disposable hand towel and skin care products in markets such as office buildings, health care, food manufacturing, food service and education, where use of those products would aid in the control of cross contamination.

KCP-LAO has built an innovative hand hygiene product line and was first in the region to introduce systems focused on hygiene, such as non-touch dispensers for rolled hand towels, foam and spray antibacterial soaps and instant hand sanitizers. The team is implementing promotional and training activities to promote awareness, focus and use of those products.

“La salud está en tus manos (Health is in your hands) campaign has become a key tool to introduce important products that reduce the spread of disease,” says Carlos Bote, KCP-LAO Washroom Business director.

The campaign has received recognition and support from several health and educational government agencies in countries like Puerto Rico and Ecuador and its logo and slogan are recognized across Latin America.

Building on the success of this campaign, “La salud está en tus manos” is being extended to workplaces areas.

“In any workplace environment, a primary responsibility of an employer is to take care of the health of its employees and of its customers and/or patients. One way to accomplish this is to instill good hygiene practices to stop the spreading of germs,” says Claudia Barrera, KCP-LAO Workplace Business director. “The campaign is a call to action to each employee to use WYPALL* wipers and KLEENGUARD* products to promote good health and hygiene practices for all”.

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