We turned to the one sanitation symbol everyone knows: the poop emoji. Using the hashtag #GiveAShit, we encouraged online influencers and fans to share customized poop emojis along with messages about the sanitation crisis.

We developed a #GiveAShit app where people could create their own poop emoji’s, share them and donate to the cause. To generate momentum and press, we collaborated with over a dozen social media stars from YouTube, Instagram, Twitter and Vine to create their custom poop emojis. Each creator was also sent a box including a custom plush poop, stickers, and information on the sanitation crisis. On Nov. 19th (World Toilet Day), the influencers shared their custom poop emojis and images with their followers.

This effort was combined with a poop-themed art gallery event which raised additional funds, while driving awareness through Instagram and Twitter.

In a single week, the campaign received over 237,000,000 impressions in social media and press. Within a month, our custom app was downloaded 6,500 times and raised tens of thousands of dollars for WaterAid.