Public washrooms in India are often very unhealthy and unclean. Different surveys have shown women often get infected with UTIs and other grave infections after visiting public toilets. Holding back also does not help because that might cause kidney damage and other health problems.
A toilet has a significant role in daily human life. It encompasses an extensive range of social elements such as gender equity, public health, education, etc. It is a basic need of every individual and everyone should have access to safe and clean toilets.
Pee-safe is a famous hygiene brand in India that has launched numerous toilet hygiene products such as vaginal wash, intimate wipes, and toilet seat sanitizers to reduce the risk of UTIs. They have a wide market in India and also overseas. Pee safe has recently launched a campaign called To-Let-Go in November 2021. The tagline for this campaign is- “Don’t hold the flow, just carry Pee Safe and go with the flow”.
This is aimed at encouraging women to follow proper safety measures while using public restrooms. It is also working to improve the conditions of the public lavatories all over the country and also educate people about the right ways to use public toilets.
The campaign is being carried out on both online and offline platforms. It aims to reach out to 10million people all over the country. It will also give away free toilet sanitizers to people. Hundreds of influencers are to participate in this campaign. Pee safe plans on visiting offline stores to urge the shopkeepers and give away pee-safe sanitizers at a lower price along with all other orders. They will also visit several college campuses all over the country to spread awareness among the youth.
Pee safe uses quirky videos and engaging content to spread its message. They are utilizing the social media handles of various influencers to circulate relatable content among the target audience.
This brand saw a 40% increase in its online business transactions and a 70% annual growth. They are expanding their retail presence and planning on localizing the production of toilet sanitizers.
This campaign is an extraordinary initiative as it is high time that people understand the importance of clean toilet habits and how the maintenance of public toilets is extremely significant for uplifting public health. They have also influenced other companies to invest in personal and public hygiene products.
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