WaterAid provides clean water, toilets, and hygiene education to communities around the world. In 2015, they wanted to raise awareness of the issue on World Toilet Day, Nov. 19.
We created a social campaign around a cultural icon: the poop emoji. It was a pretty big affair, including:
a personalized poop emoji creation app
celebrity-led social campaign
animated educational video
live art gallery benefit event
Poop Emoji App
We built an app that lets anyone create a customized poop emoji and share it to raise awareness of sanitation issues. You can also donate to WaterAid directly through the app.
Thousands of people posted their poops online.
Celebrity Social Campaign
We created customized poop emojis for a ton of online celebrities. On World Toilet Day, they shared their poops with the world, driving fans to learn more and download the app. (If you've checked out the YouTube section of this site, you'll recognize some familiar faces.)
Each celebrity got a kit with fun poop-themed stuff to share on the day.
The Shit Show
But the campaign wasn't over yet. We curated our own poop-themed art gallery, featuring work by over 30 artists from around the world. Visitors learned about the issues, purchased the art to benefit WaterAid, and shared the event on social media.