RAISING AWARENESS FOR WOMEN’S HEALTH, SAFETY, AND PERIOD-FRIENDLY PUBLIC SPACES
WASH UNITED gGmbH
The World Toilet Day campaign aimed to raise awareness about the importance of period-friendly public toilets. The initiative focussed on highlighting women’s experiences and advocating for public toilets that cater to menstrual hygiene needs. The campaign sought to generate public opinion supporting the transformation of public toilets into period-friendly spaces, to enhance accessibility for women and girls.
12.7M
Campaign reach
56M
Viewership across platforms
6.5Hrs
#WorldToiletDay trending time
THE CHALLENGE
Sanitation remains a critical yet often overlooked issue, with period-friendly toilets rarely prioritised. Stigma around both menstruation and sanitation makes it difficult to drive public engagement, limiting awareness and action. The goal was to break this silence, normalise conversations about period-friendly toilets, and make World Toilet Day a moment for change.
THE SOLUTION
To make period-friendly toilets a mainstream conversation, a campaign was built that combined digital storytelling, social media virality, and interactive engagement. We aimed to spark curiosity and encourage participation, using eye-catching content, real-time conversations, and strong calls to action. By using relatable messaging and high-engagement formats, we aimed to reach a wide audience to drive awareness and normalise discussions around sanitation and menstrual hygiene.
A high-impact digital campaign combining creative storytelling, interactive content, and social media engagement to normalise conversations around sanitation. Real-time interactions, trending hashtags, and hard-hitting facts helped break taboos and drive mass awareness, making sanitation a topic people were willing to discuss and share.
