Public toilets can be a lot like a lottery. Some are OK, some are filthy and some make managing a health condition or disability a nightmare. A report* by Essity professional hygiene brand revealed what many people in the US, UK, Germany, France, Mexico, Canada, Australia, Spain, Sweden, Netherlands and Poland have already discovered – few public washrooms meet basic expectations. In the UK, just 17% are adequate, and the barriers impact more than 50% of people every day, especially for those managing conditions such as arthritis, eczema and neurodiversity.

The largely hidden need for more inclusive hygiene in public restrooms was revealed by Publicis London and Tork, who designed a restroom designed by people’s experiences.

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 neurodiversity, arthritis, eczema and similar. Built to reflect real experiences, the restroom spotlights specific barriers to hygiene through physical discomfort and audio sensitivity.

The campaign covers digital, social, radio and display, leading 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 is running across the UK, USA, Europe and Australasia, with media planning and buying handled by Zenith.

Noël Bunting, chief creative officer, Publicis London, stated, “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,“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.

*Insight based on Tork Insight Survey 2025:

Survey conducted in US, UK, Germany, France, Mexico, Canada, Australia, Spain, Sweden, Netherlands and Poland, among 11,500 members of the general public and 1,000 cleaning staff.  Across the 11 countries surveyed, 54% of venue visitors contend with some form of physical or cognitive challenge that can impact their public restroom experience.

Credits
Client: Essity
Client Team: Celine Jahn & Isabel Dahlberg 

Advertising Agency: Publicis London 
CCO Noël Bunting
Creative Directors: Rhys Hughes & Barret Helander
Copywriter: Jess Purchon
Art Director: Catarina Araujo
Head Of Design: Dave Stansfield
Senior Designer: Christian Wroe
Strategy Partner: Alexandra Mimoun
Strategy Director: Gareth Evans
Business Director: Claire Chislett
Senior Acct Manager: Jeremy Faris
Agency Producers: Daisy Bambridge & Bea Icke
Media Buying Agency: Zenith
Media Planner:  Zenith
Production Consultant: Amanda Hall

Production Company: Prodigious
Director: Hot Icarus

Post-Production Company: Harbor
Photographer: Richard Wadey