Kamayan (Eat with Your Hands)
Safeguard, the Philippines' biggest hand soap brand, believes in protecting one's hands from germs.
And rather fortuitously, clean hands allow us to protect bigger things. Like waning Filipino traditions.
"Kamayan" is the Filipino word for eating with hands. A culturally-charged yet looked-down-upon way of eating in these modern times. One that's associated with the marginalised in society.
With this movement, we aimed to get people to wash their hands, and then use their hands to keep a time honoured tradition alive.
