Produced and captured on hidden cameras by agency J Walter Thompson (JWT), the experiential campaign was designed to draw attention to the lack of hygiene facilities in developing countries. A film from the stunt was released yesterday (19 November) in time for World Toilet Day.
The bathroom store in London's King’s Cross was fitted with an 'Angolan option', featuring only a bucket outside a dilapidated make-shift hut. A salesperson showed shoppers both options to highlight the stark difference between a typical UK bathroom and those prevalent in Angola.
He told customers: "We can’t do it much justice – you don’t get the smell and the flies and the diseases they carry."
JWT worked with agencies Salt and MindShare to produce the campaign.
The stunt supported Andrex’s ongoing partnership with Unicef, which aims to improve sanitation in Africa through a community-led programme. An on-pack promotion with Sainsbury’s will donate 25p from the sale of Andrex’s Classic White nine-roll to Unicef’s sanitation programme.
Emma Roy, associate brand manager at Andrex, said: "We wanted to bring this devastating issue to life in a powerful way that would make it relatable for the UK public.
"Last year we raised £250,000 and are helping 60,000 children and families in Angola get better access to clean and safe toilets. We very much hope to do the same this year and hope the film will bring the reality of the situation to life for the UK public."
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