Vixal: Stop the Germs Party

Vixal, the toilet cleaner, appealed to maternal instinct in its quest to make toilets cleaner and safer for children in Indonesia.

Campaign details

Brand: VixalBrand owner: UnileverLead agency: MullenLowe Group SingaporeContributing agencies: Pulse Communications Indonesia, Mindshare IndonesiaMarket: IndonesiaIndustries: Cleaners & detergentsMedia channels: Events & experiential, Public relations, TelevisionBudget: 500k - 1 million

Executive summary

Forty-two million households in Indonesia did not have clean and safe bathrooms and toilets, affecting the health and wellbeing of millions of Indonesian children. After years of communicating the importance of thorough cleaning, the gains we wanted to see had not yet materialised. Most Indonesians continued to think that if a bathroom or...

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