The best chance to effectively create change is to get a new generation of advocates involved in the cause. Their key objective was to increase the social conversation around the issue.

Our approach was simple. We created a design as basic as the need for toilets itself — a design as simple as the icon for the bathroom. The design was purposefully based on this icon to create a direct association as well as further the point that solving this issue is simple — spread the word.

The campaign gained over 206 million Twitter impressions, World Toilet Day conversations doubled, and related hashtag conversations quadrupled.

—206 million Twitter impressions.

—World Toilet Day conversations x2.

—#Toilets4all x4