Pee Safe, a personal hygiene and wellness brand, launches ‘Hygiene Ki Aadat’ an awareness campaign for the World Toilet Day, aiming to inculcate the importance of safe hygiene.
World Toilet Day is celebrated on November 19 each year to inspire and raise awareness to tackle the global sanitation crisis. The World Health Organization established this day in 2001, and the theme for this year is – Accelerating Change.
The Pee Safe campaign contrasts with other advertising, which mainly revolves around scaring consumers about the dangers lurking beneath their bottoms and is instead about spreading awareness of better hygiene practices and preventing the risk of infections such as UTIs and E. coli.
With the campaign, Pee Safe wants to make people aware of products such as toilet seat sanitizer sprays, toilet seat covers, and stand-and-pee devices, which allow you to pee in public toilets with ease. Holding pee can increase the risk of UTIs, and using unhygienic toilets can increase the risk of toilet-borne infections. As per a report by IndiaSpend, about 50% of women contract UTI in their lifetime, and it is majorly due to unclean toilet seats and unhealthy practices.
“Toilet hygiene in India has come a few steps forward, but we still have a long way to go. The Swachh India Mission has had a huge role in increasing awareness, creating infrastructure, and educating people about the importance of hygiene and sanitation and its impact on health and livelihoods,” Vikas Bagaria, founder and CEO, Pee Safe, said.
The campaign with the tagline ‘Hygiene ki Aadat’ talks about accelerating changes, and one can form safe and hygienic toilet habits in just 21 days. The campaign also highlights that the change needs to start by teaching safe and healthy toilet practices among kids right in their formative years.