The campaign was done to create immediate action and behavioral change about public urination among those pedestrians (residing in Dhaka) who urinated at the roadside walls. These walls had messages in Bengali to prevent the wrongdoing. But people tend to ignore any such cautionary messages on the walls. Moreover the problem was based on ‘necessity’ which requires a feasible solution apart from preventing the wrongdoing. The feasible solution was to utilize nearest mosques’ toilets (Dhaka has more than 10,000 toilets) for public facility. This was ensured by the Ministry of Religious Affairs. So the same walls were utilized by simply replacing the Bengali message with Arabic, the language of the Holy Book for majority Muslims of Bangladesh. The walls also contain another message about the nearest public toilet facility, which was the key promotional element. It engaged all those people and created the immediate desired action. (Data source: Client)

Media execution plan:

• The only channel used was the roadside walls. Strategically those roadside walls were selected where the frequency of urinating was high and basis that there were nearby mosques.

• Since most people commuted during daytime so the tendency of urinating was high at that time. Hence the activity was run during the daytime.

• The entire activity was observed without letting the target audience know, using a hidden camera.

• The campaign was run across the entire Dhaka city for a month.

The passersby who attempted urinating before noticing the messages did not urinate at those walls in the end. A significant number of the target audience went somewhere else and the rest utilized the nearest mosques’ public toilet facility. According to the Ministry of Religious Affairs, utilization of the mosques toilets increased by 50% during the campaign period. (Data Source: client)