But the slogan was criticised at the beginning for being the wrong way round - space face hands was the priority.
Yes - as I said in my post the hierarchy has always felt wrong to those who already have fairly high awareness of the issues. But that group isn’t the target audience - and as I also said it would be fascinating to see the testing.
One scenario I can imagine is that having had hand hygiene so drilled into them that if it wasn’t first, front and centre, then people got a bit flummoxed, wondered what had changed and were distracted from the overall message and so it didn’t have as much impact.
Whereas giving them something they’re expecting and already happy to do first, in can create a safer psychological pathway to the other actions. They are reassured by ‘hands’. That’s expected, that’s easy. So the barrier to other messages is lower.
As I say this is speculation as I’ve not seen the testing! But behavioural messaging is rarely as simple as ‘this one is the most important so it should go first.’ People don’t even realise they’re thinking these things half the time.
It always fascinates me how one small change in messaging - even just changing the order of some words - can absolutely transform its effectiveness. And as human brains are not (always) logical often we have to match the messaging to where they are, rather than where they logically should be.