Frequently touched surfaces in homes are found to be heavily contaminated despite the appearance of being clean. Reckitt Benckiser recently launched a 'Magic Clean' campaign using two of its leading cleaning and disinfectant brands, Harpic and Lysol, to generate awareness and educate consumers on the importance of germfree homes.

The campaign began in Ratmalana in August 2008 with the company saying in a press release that trained teams visited households and educated consumers. Reckitt Benckiser's Managing Director for Sri Lanka Reazul Chowdhury commented during a media briefing that the findings in different countries highlight the low awareness of hygiene amongst households.

Dr. Shiromala Fernando, a physician who was also present at the media briefing, spoke on the importance of household hygiene as the first step to contain the onset of germ borne diseases. The company's Marketing Director Zakaria Ahamed said the Magic Clean Campaign is committed to reach out to more and more households and intends to roll out the Campaign to other parts of the country in the coming months.

Brand Manager of the Surface Care Category Shenali Wickramaaratchi also said the intention is to take the programme island-wide and convey the message that proper cleansing and the use of adequate sanitary and disinfecting products is essential for a family's health and well being.