To address these needs, public-private partnerships were formed between international and Nepali organizations to increase awareness, access, and demand for hand washing with soap. UNICEF, USAID, Nepali government entities, and soap production/distribution companies joined efforts to create a coordinated intervention strategy. HDI, in association with this partnership, developed tools to support the Nepal Handwashing with Soap Initiative, including: - Social and consumer research tools to identify key knowledge gaps and barriers to soap access and use. - Revealed that most families practiced hand washing with water but did not believe that soap was important. - Identified priority regions, from urban areas to geographically isolated rural areas. - Identified key distribution points focused on schools throughout Nepal and their parents and siblings. - Developed a strategy to generate support and participation from private sector companies. - Highlighted the benefits of expanding to new markets and increasing soap sales. - Coordinated a multimedia campaign that communicated the benefits and proper methods of hand washing with soap. - Advertisements aligned the product with the target’s desires of having a happy, healthy, successful family. - Depicted fathers, who make decisions on household purchases, providing soap for healthy families.