ABOUT

Business Challenge:
o Creating differentiation & driving preference for a premium product in a commoditised market.
o Increasing market share in order to become category leader.
o Promoting reappraisal of the brand.
o Generating active engagement in a 3rd World problem

The issue:
In its global fight against germs, Domestos campaigns with UNICEF on the issue of open defecation. Over a billion people worldwide have no access to toilets and are forced to go in the open, which has dire consequences for health, the environment and basic human dignity

Activation idea:
The See Through Loo

This is not an issue that people have to confront in the civilized world. To raise awareness of the problem and Domestos’ involvement in tackling it, we had to turn passive sympathy into active empathy … and the ‘see-through loo’ was born. It’s a fully-functioning toilet with one-way mirrors for cubicle walls so whilst no-one can really see inside, the person feels like they are on the loo in full view of the public (in Piccadilly Circus!), allowing them to experience the issue first-hand.

Business Effect:
• Exposed the issue of open defecation to over 100k people on Day 1
• The see-through loo is a global success, touring key cities across the civilized world
• In just 1 year, Domestos, UNICEF and the Unilever foundation have saved 600k people in 9 countries from the unhealthy impact and humiliation of open defecation