Kimberly-Clark’s Andrex teamed up with WaterAid for the Toilets Change Lives initiative, shedding light on a global crisis that affects billions worldwide. The initiative highlights the global sanitation crisis faced by 2.3 billion people around the world, and has already transformed the lives of thousands of people by constructing new or renovating existing public toilets in Bangladesh.

To highlight the initiative and generate awareness Jelly London created a film with J. Walter Thompson London that focuses on a girl named Sanjida. She and her family live in a community in Bangladesh where Andrex and WaterAid have funded the construction of new public toilets.

The advert tells the story of Sanjida’s through director Em Cooper’s hand painted illustrations, using an Andrex toilet roll as a canvas. It showcases the reality of what life was like before, and the positive impact the new toilets have had for families in communities like Sanjida’s. With media bought by Mindshare, the creative played out across TV, VOD, online and social.

With every special WaterAid pack of Andrex Gentle Clean purchased until 31st January 2019, families in the UK helped change the story for girls like Sanjida and their families. Through the Toilets Change Lives initiative, Andrex will donate a minimum of £480,000 to WaterAid by 2020.