World Toilet Day is a campaign to motivate and mobilize millions around the world on issues of sanitation.
ROCA Bathroom Products wanted to execute their first-ever on-ground activation on the occasion of World To1ilet Day, to create awareness on the urgent need of toilets and end defecation in public, which also infringes on human safety and dignity.
Roca's association with the campaign highlighted the lack of access to sanitation on November 19 at DLF Place Mall, Saket, New Delhi. The day-long activity pegged itself onto Prime Minister Narendra Modi's 'Swachh Bharat Abhiyan', to provide and ensure improved sanitation across India.
Taking up the challenge to generate curiosity through a unique & creative idea, a giant WC installation was built to become the crowd puller and buzz creator.
Visitors at the Roca installation were not only educated about the importance of toilet hygiene, but were also encouraged to pledge for sanitation. At the count of every 50 pledges, Roca would give away a brand new WC to the 'Swachh Bharat Abhiyan', thereby aiding the government in facilitating rural India with improved sanitation.
The concept successfully generated awareness about sanitation and stimulated momentum towards necessitating equitable and improved accessibility, safety and dignity amongst the underprivileged population of the country.
Sized at 10 feet, the large installation was created along with the ROCA Pledge Wall at the DLF Place Mall. The pledge wall received an overwhelming response and generated support for the cause of sanitation, also pushing forth the requirement of a toilet for every Indian home.
Media networks, nationwide, hugely covered the activity. The activity saw around 10, 000 consumers and encouraged nearly 8000 plus consumers to take the sanitation pledge. The overall activity was successful in encouraging discussions and talks on the subject of toilet hygiene, thus leading to a positive awareness campaign.