Soap Chalk, an Ingenious Way to Help Kids Wash Hands, Is Cannes' Most Effective Campaign

The work won gold for Outdoor last year

CANNES, France—A little-known campaign that created “soap chalk” to help schoolchildren in India wash their hands has won one of the most prestigious awards at the Cannes Lions Festival for Creativity, beating out “Fearless Girl,” “Cheetos Museum” and “Google Home of the Whopper” for the Creative Effectiveness Grand Prix.