A plaintive singing toilet.

To a pure 'fame' and PR objective, the film overachieved. It alone generated a 2 minute slot on BBC’s 'Today' programme, reaching 7 million people. It also featured on BBC World, The Huffington Post, and over 320 websites worldwide. Upworthy reaching another estimated 700,000. It was tweeted by several prominent people including Salman Rushdie, Lily Allen, Sue Perkins. The film also had over 85,000 hits on YouTube in 2 weeks and was a Top 10 viral in The Drum. With no media/seeding budget at all, and just a £30k production budget.

WaterAid wanted to generate PR coverage on the UN’s World Toilet Day. The idea highlights the crippling effect lack of sanitation has on lives, killing a child every minute. The strategy was 'be grateful for your toilet’. The expression was a song written to be sung by a toilet, called 'Say Thank You To Your Loo'.