Knowing that awareness for both Champion performance and the sanitation crisis was low, our strategy was to arm consumers with information that makes toilets matter.

TV, print and high impact digital units on DIY sites demonstrated the Champion’s performance while highlighting its life-saving power. We used digital site and search retargeting along with behavioral and contextual targeting to drive purchase intent.

A dedicated Facebook tab amplified the cause, building brand awareness. For every 100 shares or likes of “flush facts” on Facebook, American Standard donated another life-saving toilet pan.

A FlushForGood.com site went deeper into the “why” and “how” of the cause.

Soon after the campaign launched, Matt Damon pledged to go on a toilet strike through his own charity, until the world had access to safe sanitation. We created a YouTube response featuring the American Standard CEO reacting to Damon’s stunt - while perched atop a Champion toilet.

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