DOMESTOS AND UNICEF
ACTIVATION & CONTENT
COMMUNICATIONS & EXPERIENCE STRATEGY
Domestos – a leading bathroom hygiene brand – wanted to inspire Aussie mums to meaningfully contribute to UNICEF’s global sanitation programme. When they turned to bgb for help, we created a brand experience aimed at mothers that inspired empathy in a very powerful way – by letting people experience this large scale global problem for themselves.
For a mother living in a remote village in parts of Africa or Asia, providing her family with access to a toilet and the most basic sanitation is a luxury that saves health, dignity and lives. Domestos asked bgb to help them educate Aussie mums about the 2.5 billion people in the world who don’t have access to a safe, secure toilet. We needed to make Aussie mums aware of the crisis and inspire them to feel they can make a difference by buying a bottle of Domestos. During the UNICEF partnership period, every bottle of Domestos sold contributes directly to UNICEF’s global sanitation programmes, helping millions of people in developing countries gain access to a clean, safe toilet.
What’s it like with everyone watching?
We created an experience called ‘See Things Her Way’ that featured a See Through Loo – a specially designed toilet that created the sensation that everyone was watching while you go about your private business. Participants experienced a gamut of emotions – vulnerable, stunned and shocked. We supported the activation with informative displays and spokespeople who helped people truly understand the scale of this global problem and the daily reality that billions around the world experience.
Stopping people in their tracks
Our successful brand activation had 650+ people try the See Through Loo and pledge their support on a sunny winter weekend. The activation needed longevity beyond this one weekend, so we interviewed participants and captured their opinions and feelings about the global sanitation crisis. We used these interviews to produce a number of content pieces that were distributed through various owned and paid channels, with views of more than 1.7 million. We also generated over 40 pieces of media coverage, intriguing Sunrise and convincing them to do live weather crosses from the See Through Loo.