On the occasion of World Health Day (7th April) 2015, Godrej sought to educate people about the diseases spread by cockroaches and how their product, Lal Hit, can protect against these diseases. Since cockroaches are found mostly in the kitchen, we decided to make the campaign related to food and how it is handled. To this end we contacted the Dabbawalla association with our idea. Each dabba to be delivered had a message tag that informed the consumer of the diseases caused by cockroaches and also an opportunity to win a dinner voucher for two to The Taj, Mumbai. To win the contest they had to SMS the name of any one disease spread by cockroaches, to a number printed on the tag. This campaign was successful in sensitizing over 100,000 homes in a simple and cost effective manner.