A Global Movement for Sustainable Sanitation

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DefeatDD

A Global Movement Toward Sustainable Sanitation

Global Health Organization
Advocacy Campaign
Animation
Illustration

Goal

PATH’s Defeat Diarrheal Disease Initiative (DefeatDD) is an advocacy movement to raise awareness of the dangers of diarrheal disease and increase access to solutions. Each year, DefeatDD partners with NJI to activate global audiences to give a stink about the problem by sharing prevention and treatment resources that can save millions of lives.

Results

Every year on World Toilet Day, we execute different creative strategies to break the poo taboo about this solvable public health crisis, contributing to over 2.8 billion digital impressions between 2018 and 2024.

Through in-person activations, paid media campaigns, 4 custom landing pages, and 60+ digital assets, we spread information and resources across the world, particularly engaging regions like South Asia and Sub-Saharan Africa. In 2022 alone, DefeatDD’s five-day campaign garnered nearly 18,000 website views, 84,000 social impressions, and 48 million unique views of the campaign mascot highlighted on NPR.

A person holding a child seated indoors, with a colorful overlay and text stating "1.5 billion people use health facilities that don't have toilets." The image is displayed on a smartphone screen against a vibrant, abstract background, inviting viewers to an interactive health advocacy event.

The five-day campaign garnered 84,000 social impressions and 48 million unique views of the campaign mascot.

A smiling poop emoji sits beside a purple bag with the female gender symbol, containing various menstrual products, symbolizing health advocacy. A blue scale is next to them, all set against a yellow background, reminiscent of an engaging experiential marketing setup.

We established four characters to represent different sanitation interventions–climate change mitigation, vaccines, gender equality, and healthcare access.

A cartoon poop with a smile holds a thermometer and a banner reading "Go Green" at the DefeatDD Event. Next to it is a small globe, creating an interactive experience against a solid blue background.

Each design received a unique facial expression to keep the mood light and playful, with different “hairstyles” for extra flair.

A cartoon-style smiling poop emoji, equipped with a stethoscope and clipboard featuring a red cross, joins the DefeatDD Event. It also holds a bar of soap with bubbles, all set against a vibrant purple background—showcasing experiential marketing at its quirkiest.

We equipped each character–known as Poo Guru–with poo-riffic props to flush out their identity a bit more.

Amidst a blue backdrop, a cartoon poop dons a lab coat, clutching a syringe and checklist—an imaginative nod to health advocacy.

By infusing humor into our strategy, we unclogged a tough and embarrassing topic, increasing global conversation and engagement.

Strategy

Our team seized the opportunity to destigmatize toilet talk and spur conversations around practical, cost-effective prevention and treatment solutions through a targeted campaign debuting on World Toilet Day. From hand-painted art installations to animated character mascots, we designed culturally relevant assets to effectively engage a global audience through localized campaign executions.

A man in a suit and tie stands at a podium speaking at the DefeatDD Event, with a backdrop displaying "TAKE THE PLUNGE" beside an image of a child leaning forward against a stone wall. This interactive event promises an engaging blend of dialogue and experiential marketing.

Three people smiling, two holding emoji poop pillows. Background projection includes words like "innovate," "health," and "together." A speech bubble above reads, "Together." The scene conveys a fun, collaborative atmosphere of health advocacy through experiential marketing.

A cocktail menu on the table is surrounded by brochures promoting DefeatDD.org at an experiential event. A small, unlit candle sits in the foreground. The menu lists drinks like "Outhouse Refresher" and "The Royal Flush." The tablecloth features a dark, textured pattern.

A smiling woman with curly hair walks while holding a phone and beige handbag. She is in front of a vibrant mural with colorful streaks, featuring the text "TOGETHER, WE CAN SPREAD THE WORD," capturing the spirit of the DefeatDD Event beautifully.

Street view of a building with large glass windows showcasing colorful signs that proclaim, "Together, we can defeat it. Together, we can break the taboo." A person is visible in the distance, hinting at an upcoming DefeatDD Event promoting health advocacy.

Three Instagram posts with blue backgrounds and text about inflammatory bowel disease (IBD). The first post reads, "This is a sh*tty party." The second says, "Sh*t happens." The third asks, "Are you a party pooper?" Each has a heart and comment icon below the text. A unique way to drive health advocacy through experiential marketing.

We brought DefeatDD’s digital presence to life at a marquee event in Washington, DC, raising brand awareness and engaging a new generation of advocates with 360-degree videos, interactive photo walls, selfie-friendly animations, and branded drinks. To this day, PATH continues to showcase the event centerpiece–a one-of-a-kind, hand-painted toilet, proudly displayed in their headquarters.