We used radio, TV and print to invite mothers to nominate the worst public toilets. The subject of sanitation is taboo in India. This made media choice critical. We used radio so callers could remain anonymous. They could also hide their identity when emailing and texting us. We amplified our call for nominations via TV and print. As the nominations flooded in, we sent our Domex squad of 200 volunteers to clean more than 2,000 public loos. Every grievance received a response from our Domex-branded vans. This was critical because we wanted the public to see that if they highlighted a problem, we really would take action. And as our Domex vans arrived in each neighbourhood, local people often gathered and told us what a great job we were doing, showing their appreciation. Our cleaning squad had made India’s worst 2,000 public loos clean and safe.

With 12 spots a day on 5 radio stations across 4 states we reached 22m people. Mothers were particularly responsive with many calling the radio stations to thank Domex for a great job. To add poignancy to the issue for mothers, 60% of complaints came from schools. Domex’s key proposition 'Absolute Germ Kill' increased by 27% and Brand Consideration leapt by 125%. Turnover grew by 15% between Q4 in 2010 and Q1 in 2011.