Our campaign attracted public attention by making a request no brand has ever made before: "donate your pee to help Domestos fix the sanitation problem in South Africa's schools". A block of public toilets were setup & collections were captured in a 5000-litre glass tank for everyone to see. This experiment caused a national conversation about sanitation: "without toilets where does the pee go?". It also suggested purchasing Domestos as a way to help solve the problem. Altogether, this strange request got the public talking about a very uncomfortable conversation & provided a very real reason to choose Domestos.