Dhaka is a populated city of 15 million residents. Out of this huge population more than 20% are pedestrians. And on an average 450,000 men urinated on the roadside walls everyday mainly during commuting. Moreover due to the scarcity of public toilets, the wrongdoing was difficult to stop, hence anti-urinal messages written on those walls were ignored by the target audience. Dhaka is also the city of more than 10,000 mosques that had public toilet facility. The Ministry of Religious Affairs sensed the opportunity to utilize these mosques’ toilets at the cost of keeping the environment clean. (Data Source: client)

The target audience continuously ignored the anti-urinal message. It was getting nearly impossible to prevent them from the act. And in Bangladesh, majority population being Muslims, Arabic is considered as the sacred language. Hence in the creative execution the language used was Arabic.

Implementation plan

• 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 executed according to the original plan and it was run 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)