Access to basic sanitation is a problem that affects thousands of families in Latin America. More than 89 million people in the region do not have access to bathrooms with the necessary facilities or drinking water, which translates into potential diseases and an impact on their quality of life. However, this problem is not being covered by the public agenda.
To give visibility to this crisis and promote awareness, Kimberly-Clark, through its brands Scott, Suave and Neve, worked together with R/GA Argentina in the launch of “Where is the bathroom?”, a campaign that seeks to place the issue on the conversation, in addition to promoting the “Toilets Change Lives” program, an initiative that the company has been carrying out since 2015 that has already provided access to safe bathrooms, drinking water and hygiene education to more than 5 million people across Latin America.
In this campaign video–directed by Lujan Islas via production house Rebolucion–different people visit an apartment for sale that is fully equipped, except for a bathroom. The reaction of the visitors upon discovering this situation is captured on camera and as they become aware of this particular absence they start reflecting about the difficult reality faced by millions of Latin Americans.
The campaign also featured the participation of Alejandra Costas, Alejandro Rodriguez Cardona, Johanna Ortiz, and Esteban Salazar, influencers in El Salvador and Costa Rica, who triggered the conversation. While looking for a place to live, they logged on to the construction company’s website, along with many other people, to visit this apartment. The lack of a bathroom prompted a series of posts on social media where they shared their surprise with their followers.
“The campaign Where is the bathroom? Is a call to reflect on something that we often take for granted, but for millions of people in Latin America is an unattainable luxury,” said Kenneth Hylton, marketing director for Kimberly-Clark Family Care in Latin America. “In addition to contributing to improving the living conditions of the most vulnerable communities in the region, we are committed to raise awareness about the importance of access to basic sanitation and will continue to use our voice to bring attention to the issue.”
“This campaign is a first step to give visibility and generate conversation about a problem that affects millions of people in Latin America but rarely reaches the attention of the media or the public interest. We focus on something that many of us might see as basic as having a bathroom, to reflect on everything that is at stake when you don’t have it. I hope making it visible help people be more conscious, join the cause and not normalizing this issue,” said Josefina Casellas, ECD SS LATAM of R/GA.
