LONDON, UK – Publicis London has launched a new campaign with Tork, an Essity brand and leader in professional hygiene, to spotlight the hidden barriers to hygiene in public restrooms that impact more than 50% of people every day.
To bring the reality of these challenges to life and showcase the need for more inclusive hygiene in public restrooms, Publicis London and Tork drew on new global research to design an experiential, non-inclusive restroom which reveals the barriers to inclusive hygiene faced by many people.
The custom-built restroom features appliances including a dispenser serving sand-encrusted hand towels, immovable soap dispenser handles and a deafeningly loud hand dryer, highlighting the challenges these often-overlooked features can present for people managing conditions including neurodiversity, arthritis and eczema. Built to reflect real experiences, the restroom spotlights specific barriers to hygiene through physical discomfort and audio sensitivity.
Spanning digital, social, radio and display, the campaign leads with a 30-second film capturing the public’s authentic reactions to the restroom through hidden cameras. Custom social and display executions also feature testimonials written in participants’ own words and handwriting to spotlight the personal experiences at the heart of the campaign.
The campaign runs across the UK, USA, Europe and Australasia. Media planning and buying was handled by Zenith.
Noël Bunting, Chief Creative Officer, Publicis London, said “By highlighting the everyday hygiene barriers people face, we’ve used creativity as a force for empathy and action. This is a powerful reminder that even in unexpected categories, bold ideas can challenge perceptions, drive change, and make a real difference.”
Isabel Dahlberg, Global Master Brand Director, Professional Hygiene, Essity said “We believe inclusive restroom hygiene should be accessible to as many people as possible. Supporting inclusive hygiene solutions doesn’t just improve user experience – it can also strengthen a business’s reputation and lead to increased customer loyalty and revenue. That’s why we’re committed to raising awareness and driving change, because inclusive hygiene is better for people and businesses.”
As integrated agency partner to global hygiene and health company Essity, Publicis London holds creative responsibility for a wide range of Essity’s brands, including Tork, Cushelle, and JOBST.
