Panasonic Rakan Bersih Ceria Changes Kids' Toilet Behaviour

8. Brand Experience & Activation Kancils [8.12 Creative Effectiveness: Brand Experience & Activation]

Links:

Product/Service:

Panasonic Bidet

Client:

Panasonic Malaysia & Education Ministry

Brief:

Dirty toilets in schools is a major social problem in Malaysia, especially in schools. One in three schoolchildren reported negative physical response as a consequence of avoiding school toilets, ranging from skipping meals to soiling themselves and losing concentration in class (https://www.sinchew.com.my/20230606/malaysian-school-toilets-need-a-reset/). Not only that the cost of refurbishing school toilets is high, amounting to over RM650 million in 2023 alone (https://bernama.com/en/news.php?id=2276902), there also needs to be an effective effort to affect change at the behavioural level to solve the problem of dirty school toilets beyond just putting up posters to promote awareness. The task is therefore to address the problem of dirty toilets in schools. Because this is a social cause the private sector is reluctant to touch, it provides Panasonic Malaysia the opportunity to create an effective activation campaign through the use of its own bidet products.

Solution:

While everybody sees the dirty toilet issue in primary schools as an awareness problem, Panasonic Malaysia also sees it as a behavioral problem. This necessitates a 2-pronged approach to address both sides of the problem. First, it leverages an awareness campaign communicated through the Bidet Patrol mascot - a friendly, cute character that can deliver the importance of having a good toilet etiquette in a way that schoolchildren can relate to. Second, the campaign installed over 300 Panasonic bidets in 25 schools in the Klang Valley that gave the schoolchildren with the actual means to positively change their behavior.

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