In Latin America, more than 89 million people don’t have access to basic sanitation, which translates to increased risk of disease and lower quality of life. With statistics so high and a problem so unimaginable, we decided to raise awareness by getting people to experience it instead.
“Where is the bathroom?" was a fully equipped apartment for sale, with only one thing missing. Then, we invited people to tour the apartment, surprising them with the absence of a bathroom, allowing them to reflect on the impact of not having something so essential, that is usually taken granted. Everything was then documented and shared with the world, so that others might join Kimberly-Clark’s initiative, to restore bathrooms for over 5 million people, and counting.
Channel & Influencer Strategy
Creative Idea
Assets development
PR amplification
Production & Film making
99.6
Positive sentimient
1152%
Increased engament w/18-24 years old
30MM
Impressions
5M
People impacted
$4.6M
Donated since 2015
5 years
Running the program
"Where is the bathroom?" is a call for reflection on something that we often take for granted, but which for millions of people in Latin America is an unattainable luxury. In addition to contributing to improving the living conditions of the most vulnerable communities in the region, we at Kimberly Clark are committed to raising awareness about the importance of access to basic sanitation and we will continue to use our voice to draw attention to the problem."
Kenneth Hylton
Marketing Director for Kimberly Clark Consumer categories in North Latin America & Marketing Director for Family Care in Latin America
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