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This paper analyzes a randomized experiment that uses novel strategies to promote handwashing with soap at critical points in time in Peru. It evaluates a large‐scale comprehensive initiative that involved both community and school activities in addition to communication campaigns. The analysis indicates that the initiative was successful in reaching the target audience and in increasing the treated population's knowledge about appropriate handwashing behavior. These improvements translated into higher self‐reported and observed handwashing with soap at critical junctures. However, no significant improvements in the health of children under the age of 5 years were observed. Copyright © 2015 John Wiley & Sons, Ltd.