Thanks to the Florida Department of Health, we all know to watch out for the 5th guy.

Meet the 5th guy

(photo via www.5thguy.com)

An American Society of Microbiology survey revealed that 4 out of 5 people wash their hands after using the restroom. This campaign focuses on that pesky 5th guy who didn’t.

How the campaign was developed

The Florida Department of Health set out to prepare people for the potential of a flu pandemic, but they faced a tough challenge: No pandemic on the horizon. Most Floridians doubt a pandemic is likely or threatens them personally, and they have a point: No one knows when (or if) a pandemic might hit. So instead of pitching panic, the state, working with the agency Marketing for Change, focused on the behaviors they hoped to change — a series of hygienic actions such as washing hands, covering coughs and staying home when sick. Then they built the campaign around what does matter to people: Fitting in. Four out of five people wash their hands after using the rest room. So the central character in this new campaign is the proverbial fifth guy, who spreads germs and suffers the social consequences. (via  http://www.5thguy.com/campaign.htm)

This hygiene awareness campaign is downright hilarious. It is an excellent example of using social media tools to advance public health. Catchy and timely, the 5th guy has it all.

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