No traditional media space could allow us to adequately communicate the reality of open defecation. We felt people needed to actually experience it order to fully understand.

So, we constructed a special public toilet. Made with one-way mirrors, the person sitting inside could see out, but the public couldn’t see in.

We then put it in one of the busiest places in central London - Piccadilly Circus.

It meant people could experience for themselves what it feels like for those in the Third World who are forced to go in the open.

On its first morning alone, just over 100,000 people were exposed to the toilet, with an average of 35 people per hour using the toilet and experiencing the realities of open defecation first hand.