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Reckitt Benckiser launches new hygiene awareness campaign

Reckitt Benckiser, makers of Dettol are driving the household cleaning and hand wash categories with the launch of a global public awareness campaign. With the rise of infection threats in the headlines research indicates that the public are increasingly aware of the risk of infection but not always sure about the best hygiene measures to take. Helping support public awareness, Reckitt Benckiser has funded a newly formed Hygiene Council including leading experts in the world of microbiology, virology, and public health who can provide clear hygiene recommendations.

Helen Powell, Dettol UK Brand Manager comments: "With infections leading the headlines we have a duty as leaders in germ protection to provide consumers with advice and products that reassure them they are taking the best hygiene measures. This new campaign aims to be educational, providing consumers with guidelines on simple hygiene measures that can be taken in the home. The clear message from the experts is that hand washing and targeted disinfection can help prevent the spread of infection."

New Product Claims "Proven to Kill"

Dettol is continually investing in research and development of products to deliver the most advanced products proven to combat germs in the home and to help protect the family from infection. Tests have shown that Dettol Surface Cleanser kills germs that can cause these infections including MRSA, Flu virus, E.coli and Salmonella. These new claims will be highlighted on Standard (500ml) packs of Dettol Anti-Bacterial Surface Cleanser product collars in-store from August helping reassure consumers.

Helen Powell continues: "We hope this collar confirming that Dettol is proven to kill these harmful bacteria will help reassure consumers they are providing the best protection for their family."

Hygiene for the 21st Century Awareness Campaign

Reckitt Benckiser's public awareness campaign includes a multi-faceted approach:

1) Newly formed Hygiene Council bringing together world renowned experts

2) New Hygiene Guidelines - distributed through multiple routes and available by visiting

3) Launch of international consumer research into hygiene perceptions and behaviour

4) TV campaign - the advert (30 second spot) revealing surprising facts about home hygiene went live in June and will continue to run until September with prime viewing times

5) Healthcare professional campaign supporting key professionals including health visitors and mid wives with new educational materials

The Hygiene Category

Dettol are market leaders in the disinfectant category and offer a wide portfolio of germ protection products for home and personal hygiene requirements. Dettol has a range of surface disinfecting products including Dettol Anti-Bacterial Surface Cleaner, Dettol Anti-Bacterial Surface Wipes, Dettol Disinfectant Spray and Dettol Liquid Antiseptic Disinfectant. Dettol has recently launched a range of anti-Bacterial hand washes that kill 99.9% of bacteria and are caring on hands.

Dettol has been trusted with protecting family health and hygiene for over 70 years. Starting as a skin safe antiseptic in 1933, it was heralded as a national asset during World War II. Seventy years on Dettol now has a wide range of products to clean and disinfect all the areas of your home, and is sold in over 100 countries worldwide.

Reckitt Benckiser

Dettol and

Hygiene Council
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