This case describes how communications for Unilever's Lifebuoy, a soap brand which promotes hygiene through hand washing, aimed to make handwashing more habitual, after evidence showed it had slipped back from its peak when the pandemic began. An underlying insight was that lessons learned early in life were more likely to remain, so creative messaging incorporated ‘H for Hand washing’ as part of children learning their ABC. The multi-year, multi-channel strategy aimed to be understood by children in different markets. Evidence is presented of increased awareness, engagement, and endorsements by governments and charities of the strategy, and of the impact on Lifebuoy’s brand.