The Challenge

Domestos, driven by a mission to combat unsafe sanitation, pledges to empower 100 million people with better hygiene and sanitation by 2030. 

Their commitment resonates each year on World Toilet Day, a global observance initiated by the United Nations in 2013. This day not only celebrates the progress made but also shines a spotlight on the 3.6 billion living without proper sanitation, underpinning the urgent need to fulfil UN Sustainable Development Goal 6: Universal access to water and sanitation by 2030. 

Edelman was tasked with raising awareness around World Toilet Day and the critical sanitation crisis, shedding light on the hardships faced by those living without access to safely managed sanitation.

The Strategy

In their quest to redefine sanitation standards, Domestos’ primary goal was to integrate the brand into daily hygiene practices, leveraging the strong germ-killing capabilities of their products to hygiene-conscious individuals. 

The central theme of the campaign revolved around the concept that ‘all toilets should be treated like gold,’ addressing the issue of toilet loss. This metaphor powerfully underlined the significance of toilet maintenance in disease prevention and ensuring uninterrupted education. 

The campaign’s effectiveness hinged on three key metrics: Salience, Difference, and Meaningfulness. By creatively addressing the issue of ‘toilet loss’ – the neglect of proper cleaning and maintenance leading to the degradation of facilities – Domestos carved out a distinct position for itself in the market. 

Partnering with the Department of Basic Education and well-known faces, Domestos embarked on a comprehensive mission to improve hygiene and sanitation in public primary schools. Their efforts led to the refurbishment of toilet facilities in numerous underprivileged schools, directly benefiting over 7 million learners with access to improved sanitation and hygiene.

The Execution

The execution of the World Toilet Day campaign was marked by a synergistic approach, blending paid and earned media with a well-planned influencer marketing strategy. 

These resources were strategically deployed in the lead-up to focal events commemorating World Toilet Day, specifically the unveiling of newly refurbished toilets by Domestos at three primary schools in Umlazi, KwaZulu-Natal. 

We amplified awareness around World Toilet Day through interviews with numerous community radio stations, focusing on regions deeply affected by inadequate sanitation. This outreach was crucial in connecting with communities poised to benefit from Domestos’ initiatives. 

Our influencer strategy was nuanced, involving 15 content creators who were instrumental in highlighting the key event at Khuthala Primary School. The content generated by these partners varied, but all served to draw attention to Domestos’ year-round efforts and the tangible impact of their work in Umlazi.

The Outcome

In 2023 alone, Domestos’ initiatives made significant strides, reaching over a million pupils across more than 17,000 schools and enhancing the skills of teachers and cleaners in 201 schools. 

The World Toilet Day campaign focused on securing extensive media coverage across various platforms. Efforts included distributing press releases, thought leadership articles, and organising media engagements to amplify the message and impact of the campaign. 

PR Value (earned): Total AVE: R 588 151

The campaign won the Consumer Products/Services category in 2024 SABRE Africa awards.