School Hygiene Essentials Initiative

Essity, a leading hygiene and health company, wanted to raise its profile amongst key audiences and build relationships by demonstrating its commitment to addressing real hygiene problems.

Finn’s challenge was to identify a hygiene territory that was failing and one where Essity could make a real difference.

We conducted research, in partnership with YouGov UK, which found that levels of hygiene in primary school toilets are not what they could or should be. Interviews with hundreds of teachers, parents and children identified several key factors contributing to poor levels of hygiene in primary school toilets, from children coming to school not knowing how to wipe their bottom properly or wash their hands correctly, through to facilities that are unclean or poorly equipped.

Worryingly, research revealed that poor levels of hygiene in primary school toilets are having a major impact on children’s education and wellbeing.

The School Hygiene Essentials Initiative is an integrated campaign with striking research at its core. To launch the campaign, we created a series of pieces of content to bring the findings to life, including the Bottom of the Class report, infographics, and tailored releases for key media.