- Elaine Wong, Brandweek

NEW YORK Henkel KGaA's Dial Complete is launching an effort that centers on an online video contest, via YouTube, where contestants submit their most creative take on hand washing.

The effort, dubbed "Campaign for Clean Hands," includes a contest (for those under 18) and Web site, Campaignforcleanhands.com -- both launching in September. The home page features games, puzzles, a hand washing chart and other interactive features used to promote the brand.

As 2008 is an election year, Dial chose to incorporate the theme into its contest. The "Campaign for Clean Hands" asks consumers to create a speech, song, jingle or rap touting the importance of clean hands. Dial and its PR agency, Liggett Stashower, Cleveland, will serve as judges.

Other companies are making similar marketing plays on the presidential elections. Denny's, for example, last week kicked off its "America Votes for Real" contest, in which John McCain and Barack Obama look-alikes can submit a video of themselves advocating "real breakfast."

Dial is getting the word out through a combination of e-mail blasts, radio media tours, TV placements and merchandising vehicles at retailers. The contest, which coincides with National Clean Hand Week in September, runs for two months.

Prizes include money for the winner's local community, said associate brand manager Kavita Surapaneni, "and they'll be able to take their 'Campaign for Clean Hands' to where else . . . but [a trip to] our nation's capital, Washington, D.C."

Christopher Sommer, senior brand manager for Dial Liquid Hand Soap, said the contest helps generate brand awareness by reaching consumers where they're most likely to be found. "The prime target -- a mom with young children -- spends a lot of time online. We thought this would be a good way to reach her and get her attention," he said.

Henkel KGaA ran a similar promotion last year, when it advertised its Dial Complete line via a radio media tour and video news release. As a result, Sommer said, Dial Complete's sales increased 14 percent over the previous year.