Young people are already using TikTok to comment on global issues, and Dettol is using the same formula to bring hygiene awareness to COVID-19. The #handwashchallenge is a playful and lighthearted way to encourage people across India to keep safe through proper hygiene practises.

An MTV report investigating the changing attitudes among India’s youth has revealed that young Indians are very action-oriented when it comes to the causes they care about. With this in mind, brands that encourage this socially savvy group to get involved with IRL events will likely resonate.

The COVID-19 pandemic has fundamentally altered the nature of daily life, from postponing major events and shutting down entire industries to restricting the movement of billions worldwide. Canvas8 spoke to 19 people to understand how they’re coping with and adapting to these changes.

From stockpiling toilet paper to dropping £100 on a plain t-shirt, hype can get people doing all sorts of seemingly strange things. Canvas8 spoke to Gemma Milne, author of Smoke & Mirrors, to learn more about this psychological phenomenon and the role it can play in a public health crisis.