Each of the 328 frames of the animation was illustrated by hand, the equivalent to 62 meters of toilet paper. Because of the nature of the material used to show the animation, which is also the product we're selling, there was a challenge for the artist to replicate her technique. A lot of tests and experiments were done before we got to the end result.

Change the story with every roll

Through an every day purchase of a special Andrex Wateraid pack, you are helping provide access to clean sanitation for families in Bangladesh, and therefore access to a future all families deserve. We bring this to life by portraying the real story of Sanjida, a Bangladeshi girl who struggled to find clean toilets in her community, on an actual roll of toilet paper. We show how the Andrex/Wateraid partnership provides families like Sanjida’s with a future

Our UK consumers want to provide the best for their families, yet they are on autopilot when buying toilet paper and they don’t see the difference it makes to buy one brand over the other. We want them to understand that buying Andrex is not only best for their family, but also gives other families the safety, dignity and opportunity they deserve, by giving them access to clean water, decent toilets and good hygiene. If a problem is on their doorstep, it can be difficult to enlist the support of our UK consumers, so we focused on two areas: bringing to life the solution that they had already enabled, so they could see the benefits of their support; and also making a direct link between their toilet roll purchase and the impact it could have on lives elsewhere: ‘change the story with every roll’.

The film shows a hand-painted animation using toilet paper as a canvas to portray an inspiring transformation story around Sanjida, a real Bangladeshi girl who struggled to find clean toilets in her community, and the positive impact that the Andrex/Wateraid work has had on her and her family. This was aired on broadcast TV and VOD, between October 2018 and January 2019. It was accompanied by a nationwide shopper campaign and a pop-up installation in London highlighting the shocking sanitary conditions that billions of people around the world are forced to live with, with first hand accounts from the communities in Bangladesh.

The film shows a hand-painted animation using toilet paper as a canvas to portray an inspiring transformation story around Sanjida, a real Bangladeshi girl who struggled to find clean toilets in her community, and the positive impact that the Andrex/Wateraid work has had on her and her family. This was aired on broadcast TV and VOD, between October 2018 and January 2019. It was accompanied by a nationwide shopper campaign and a pop-up installation in London highlighting the shocking sanitary conditions that billions of people around the world are forced to live with, with first hand accounts from the communities in Banglades