Gilead
Pink Pause
ABBVIE & AFA
Urgent Action
The first petition printed on toilet paper, urging politicians to take action.
Context
Inflammatory bowel diseases (IBD) affect more than 300,000 people in France. That’s over 300,000 lives disrupted by the lack of public restrooms and the inaction of policymakers who could make lasting change.
Problem statement
How do we capture the attention of political decision-makers, in a particularly turbulent election year, with an issue so far removed from their usual campaign concerns?
Our Idea
Urgent Action: The first petition printed on toilet paper to urge politicians to act.
And to make sure they couldn’t ignore it, we discreetly infiltrated the restrooms of the National Assembly, the Senate, and nearby restaurants frequented by our elected officials.
We replaced their toilet paper with our petition—turning each of their urgent needs into an opportunity to finally address the issue.
And to make sure they couldn’t ignore it, we discreetly infiltrated the restrooms of the National Assembly, the Senate, and nearby restaurants frequented by our elected officials.
We replaced their toilet paper with our petition—turning each of their urgent needs into an opportunity to finally address the issue.
The campaign
Activation
In addition to the toilet paper rolls placed in their restrooms, each elected official received a personalized copy directly in their office, accompanied by an educational message highlighting the societal impact of the lack of public toilets.
To engage the general public, the operation was filmed with hidden cameras and widely shared on social media.
To engage the general public, the operation was filmed with hidden cameras and widely shared on social media.
Results
• Over 38,000 signatures on the online petition
• More than 1 million impressions
• Hundreds of thousands of views on the video
• National media coverage
But most importantly… two French MPs have taken up the issue to push for swift change.
• More than 1 million impressions
• Hundreds of thousands of views on the video
• National media coverage
But most importantly… two French MPs have taken up the issue to push for swift change.
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