Harpic, India’s No. 1 toilet cleaning brand that believes that access to safe, clean sanitation is a fundamental human right and stands for better hygiene for everyone, had to do something about it.

While Harpic was helping create clean loos at home for consumers, one gap that remained a big pain-point for them, especially women, and that kept coming up in research was - the inaccessibility and the unhygienic state of loos outside. In public places. On delving deeper, we found that there was only one loo for every 20,000 people in India. In case of women, this state was worse.

The brief was to figure out how Harpic can enable better hygiene for women where they needed it the most – outside their homes through a relevant experience.

The objective was to find an easily accessible long-term solution that women can use every day, anywhere and anytime.

Harpic launched the Loocator – a crowdsourced mobile app that helps women find easily clean loos nearby, rate these public loos and even add new loos to the network, giving them their most fundamental right - the right to pee.

Using Google API for functionality and familiarity, this app is built with advanced features that use location data and crowdsourcing to help in loo discoverability and shareability. Ratings and review feature gives women the right to choose the best loo to use in their vicinity while adding feature helps them add new, usable loos – a feature of critical relevance for women trying to find loos in less explored places.

We urged women to #BeFreeToPee in this campaign and turned a mobile phone into a medium that helps women not just locate a loo but locate what they have been missing for decades – their right to pee with dignity.

Women are the key target audience for Harpic which has been providing them with best-in-class hygiene solutions for their loos at home, for years. But when they faced a hygiene challenge outside their homes with 70% of women not being able to find a usable public loo when they step outside, Harpic had to step in.

Loocator app by Harpic helped women find the cleanest loos in their vicinity when they were on-the-go.

In an integrated approach, the Loocator app was launched with #BeFreeToPee campaign using digital films and radio spots targeting women while they are commuting. QR enabled cups were distributed in the busiest markets frequented by women. Additionally, on Women’s Day, the most used public loos near city’s hotspots like metro stations, were cleaned all day long, as a surprise for women to give them an experience of 5-star cleanliness they can find when they use the app.

We urged women to #BeFreeToPee in a four weeklong campaign that was launched with a film showing the helplessness different women feel when they can’t find a loo.

During peak traffic hours on the most popular routes, RJs pointed out public toilets asking women to take a pee break. In the busiest markets frequented by women, paper cups with QR codes leading to the Loocator app were distributed, encouraging women who avoided drinking water to sip without fear.

On Women’s Day, Harpic went a step forward by partnering with two of India’s biggest loo providers, Sulabh International and PVR Nest’s Pink Toilets, and cleaned the most used public toilets - giving women the priceless experience of a clean public loo.

Many celebrities joined the conversation including Akshay Kumar, Mithali Raj, Sonali Khan to spread the word and help women locate their most fundamental human right - the right to pee.

The campaign sparked conversation with a huge 163 million + reach. Indian celebrities from all walks of life joined in including actors like Akshay Kumar, Chitranga Singh, Soha Ali Khan who spoke about the criticality of such an app. Former captain and cricketing star of India Women Cricket team, Mithali Raj resonated very strongly with app as did the women activists like Sonali Khan and Rani Ko-HE-Nur who appreciated the app. This led to a whopping 84 million + of earned media and an impressive number of app downloads of 64,000+ and counting.

Appreciating Loocator for its relevance and usability, the Founder and Director of World Toilet Organization, Prof Dr. Jack Sim, expressed his intent to extend Loocator to Singapore to help simplify the lives of women there as well.

The app helped women locate their most fundamental human right – the right to pee.