On 22 May, LVTPR’s Belgian toilet pass campaign is competing for a SABRE Award. Every year, The Holmes Report hands out these awards for remarkable branding, reputation and engagement campaigns.
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 pagewhere 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: “Last year we won two SABRE Awards, one for best Benelux Agency of the Year and another for Best EMEA Guerrilla Gampaign. Being able to compete once again with a campaign around a socially relevant topic, is new proof of our ability to put a sensitive theme on the the map. The countdown to 22 May has begun, our whole team is looking forward to it!”