UNICEF Uzbekistan celebrated with campaign to promote the practice of handwashing with soap aiming to reach about 10,000 schoolchildren, caregivers and school administrators in five regions of Uzbekistan through celebrity engagement and ‘edutainment’ approach. Social media campaign was used to enhance dialogue in the digital space, while partnerships with private sector contributed to the campaign by placing innovative IEC materials in retail malls promoting handwashing with soap at critical times. A media release designed for the local context was also disseminated among national and sub-national media, as well as a public service announcement was produced by youth involving children broadcasted on all non-governmental TV channels.
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