On December 6, LVTPR’s Belgian toilet pass campaign is to compete for a European Excellence Award. These prestigious awards have been rewarding excellent performance in PR and communication since 2007. The nomination in the ‘Health’ category is LVTPR’s fourth international recognition of 2018.
LVTPR came up with the nominated campaign upon the request of pharmaceutical company Takeda. Together with the IBS patients it supports, Takeda was looking for a way to generate awareness for the invisible bowel disease among a broader audience. LVTPR accepted the challenge and even went the extra mile by putting a legally enforceable toilet pass on the political agenda.
LVTPR set up an integrated campaign, including a hidden camera and a petition. The PR agency captured on video how IBS patients are denied use of the toilets in several stores. Even after showing their toilet pass. The video was published on a web page where visitors were also able to sign the petition for the legally enforceable toilet pass. The action was launched with the help of an extensive social campaign (in collaboration with digital agency The Fat Lady) and a PR lobby, which generated a massive amount of attention. The results exceeded all expectations. 13,000 people signed the petition, kick-starting a national discussing which reached Belgian politics as well.
Karolien Hessels, managing director at LVTPR Belgium, is proud of the European Excellence Award nomination: “We’re excited to once again receive international recognition for a socially relevant campaign. Earlier this year we won two out of three nominations at the SABRE EMEA Awards: our work for Vluchtelingenwerk Vlaanderen’s Refugee Walk won the award for best guerilla marketing and we were named Benelux agency of the year. With this fourth prestigious nomination, 2018 can rightfully be called a fantastic year, which can only get better on December 6. I’m very much looking forward to the award ceremony.”