Blikkiesdorp is one of the most disadvantaged areas of Cape Town. Due to a lack of hygiene, more people there suffer from diseases like typhoid, diarrhea, pneumonia or cholera than anywhere else in South Africa. And kids are the most vulnerable group. But simply washing their hands regularly with soap would dramatically diminish their chances of catching a disease. So how to encourage kids to use soap so often that it becomes a routine? The association Blikkiesdorp4hope and its agency Y&R have introduced HOPE SOAP: a bar of soap with a toy inside. If children want the toys, they have no choice but to use the soap. An incentive to adopt a healthy habit.