Andrex x WaterAid ‘Toilets Change Lives’

We follow the story of a young girl named Sanjida and her family through Em’s hand painted illustrations, using Andrex toilet roll as a canvas.

Kimberly-Clark’s Andrex teamed up with WaterAid for the Toilets Change Lives initiative, shedding light on a global crisis that affects billions worldwide. The initiative highlights the global sanitation crisis faced by 2.3 billion people around the world, and has already transformed the lives of thousands of people by constructing new or renovating existing public toilets in Bangladesh.

To highlight the initiative and generate awareness we created a film with J. Walter Thompson London that focuses on a girl named Sanjida. She and her family live in a community in Bangladesh where Andrex and WaterAid have funded the construction of new public toilets.

The advert tells the story of Sanjida’s through director Em Cooper’s hand painted illustrations, using an Andrex toilet roll as a canvas. It showcases the reality of what life was like before, and the positive impact the new toilets have had for families in communities like Sanjida’s. With media bought by Mindshare, the creative played out across TV, VOD, online and social.

“We’ve already achieved great progress in previous years, partnering with WaterAid to provide thousands of people with improved sanitation facilities. We’re committed to improving the public health and dignity of those living in urban communities in Bangladesh (…) our TV advert will bring to life the positive impact that Andrex and WaterAid are having on the lives of girls like Sanjida and their families. We hope that the advert will make viewers feel motivated and empowered to support this worthy cause.” – Ramzy Elftesi, Andrex senior brand manager