The Paper Towel Plea.
Tork printed handwritten stories from people who struggle to use public restrooms onto its own paper towels and put them in the restrooms at a Reuters business conference in New York.
- Brand
- Tork
- Agency
- Publicis London
- Market
- USA
- Region
- Global
- Year
- 2024
The challenge
Tork's research found almost one in three Americans face barriers to washing their hands in public restrooms, from physical and sensory conditions to age. Tork wanted senior business leaders to act on it, on a limited budget.
The idea
Publicis London turned the paper towel into a media channel. Towels carrying personal notes about restroom difficulties were placed in dispensers at Reuters' Responsible Business USA event in New York, each with a QR code linking to a site with steps businesses can take. Tork, an Essity brand, announced its restroom inclusivity commitment at the same event.
Case study source: Creativebrief Source ↗
Credits
- Creative agency
- Publicis London
