Dhaka, one of the largest cities in the world, had only one public toilet for every 75,000 people on the streets back in 2021. These toilets were also not clean. This situation has created a problem of public urination among men and has led women who work outdoors to drink less water. A social startup named Bhumijo is trying to solve these issues with support from Domex.
A Need for Everyone
In Bangladesh, many people see public toilets as dirty. They often smell bad and lack proper facilities. While the country has made progress in reducing open defecation, there is still a problem with public urination because there are not enough accessible toilets. This issue affects sanitation and poses health risks, especially for women who might drink less water to avoid using public toilets.
Poor sanitation in urban areas affects everyone. Rapid urban growth, overcrowding, and weak infrastructure have led to problems like insufficient sewage disposal and limited access to clean water. Many slums lack proper and hygienic sanitation facilities. These issues can cause outbreaks of waterborne diseases, environmental pollution, and a lower quality of life for city residents.
An Unstoppable Partnership
While there are still challenges, many organisations are working to improve toilet facilities, especially in cities. One notable example is Bhumijo, a social startup that runs about 50 clean, well-designed public toilets across Bangladesh. They partner with Domex, a brand that promotes clean and hygienic toilets, which has supported Bhumijo since 2018.
Over the years, this partnership has continued and evolved, providing smart public toilet solutions across the country. Domex and Bhumijo also partnered with other like-minded organisations, for example, BRAC and WaterAid, to build dialogues that brought together experts for discussing the importance of hygienic sanitation and sustainable solutions for public health.
A Flush of Hope
Improving public toilets is vital, but we must encourage better hygiene practices. To achieve this, Bhumijo and Domex launched a creative campaign for World Toilet Day 2024 to challenge social norms and inspire better sanitation habits.
The campaign was launched with the involvement of social media content creators (influencers) who have a large follower base. Initially, these influencers disliked all public toilets in Bangladesh, which sparked an online discussion. These contents generated buzz and drew attention to the issue. Later, the influencers revealed that this was a stunt highlighting poor toilet conditions and introduced Bhumijo's clean toilets as a solution.
The campaign featured striking visuals and compelling storytelling highlighting the lack of proper sanitation while showcasing Bhumijo's toilet facilities as a beacon of hope. This innovative approach resonated with the audience, leading to high engagement and positive sentiments. The campaign's tagline conveyed: "Stop using public spaces as toilets, use public toilets."
The campaign was successful for several reasons. It effectively utilised social media, generating 30 million impressions on Facebook, Instagram and TikTok. Utilising the influencers also created significant buzz, capturing public attention and driving organic reach. The creative use of visuals and exciting storytelling resonated deeply with the audience, resulting in high engagement rates. Most importantly, partnering with Bhumijo to provide a tangible solution not only raised awareness but also encouraged people to take action to access clean public toilets.
Healthier Future Starts with Hygienic Toilets
Domex has expanded its disinfectant product line and evolved into a brand dedicated to improving health and hygiene for families worldwide. Through this brand, Unilever Bangladesh aims to enhance access to toilets and sanitation in underserved communities. By encouraging clean and hygienic public toilets, Domex, in collaboration with Bhumijo, has started a movement in Bangladesh. The success of this campaign was evident not only on social media but also in changes in public behaviour.
Through collaboration with organisations like Bhumijo and innovative social campaigns, Domex is committed to a cleaner and safer future for all. This partnership showcases how barriers can be overcome to create a healthier Bangladesh.