UNICEF has declared October 15th as Global Handwashing Day. Hand-washing can save more lives than any vaccine or medical intervention. To support the good cause, Metsä Tissue’s brand Katrin launches its social media campaign, Global Hand Chain.“We chose to campaign in social media, since it is a good way to reach young audience. Hand-washing is taught and supervised during preschool and first years in the elementary school, but when students grow older, this good habit tends to be forgotten. We want to remind: hand washing keeps you healthy,” says Frank Ledosquet, Marketing Director.According to latest studies, even twelve percent of the European washroom users do not always wash their hands.