The Campaign

The toilet signs were swapped in a mall in Mumbai. Hidden cameras planted in the bathroom. An actor was planted in each toilet. When people entered the toilets as per the swapped signs, they were made to feel exactly how a transgender person felt when they entered a public toilet of their choice, male or female. A. The actors spoke the same words to the people that a transgender person receives when they enter a public toilet B. The people who entered by following their gender signs were shocked. Naturally, they tried to defend themselves and were embarrassed. Just the way a transgender would be. C. After the confrontation, the social experiment was revealed and they were made to see a poster, which read: How does it feel to be blamed for no fault of yours?

Creative Execution

Implementation: The social experiment was shot on the evening of 27th April 2017, in Harmony Mall, Mumbai. Timeline: A 6-month campaign launched on the day before the International Day Against Homophobia, Transphobia, and Biphobia. Placement: 1. The social experiment was shot at a popular mall in Mumbai called Harmony Mall. A place that's frequented by our targeted consumer segments. 2. Our target audience The social experiment video was uploaded on the Humsafar Trust Facebook page. Scale: Public toilets across Mumbai, India

Describe the success of the promotion with both client and consumer including some quantifiable results

Pledges that are taken so far: 31,267 Impact in terms of transgender rights awareness and fight against transphobia: (a) India's most heard radio show called the Morning #1 hosted by none other than Vj Malishka covered us. 65 million listeners tuned in on the #IDAHTB (b) The Hindu, India's 5th largest daily with 132K people wrote an article on Equal Toilets Mission (c) The social experiment video earned half a million organic views (d) We placed Equal Toilets Mission signs on public toilets in Mumbai (e) People worldwide joined in the transgender rights debate on the Humsafar Trust page and other content sharing website threads (f) Thousands of people voiced their support for transgender rights Transphobia is still a massive problem and the majority of people are still not ready to accept transgender people in public toilets. But the journey has at least begun.

Explain why the method of promotion was most relevant to the product or service

Equal Toilets Mission is a social experiment that took place in a Mumbai mall. The mission was to promote transgender rights to use the public toilets of their choice, male or female. And demote Transphobia. Here, we directly put people in a transgender's place in a public toilet by simply swapping toilet signs. We'd also planted an actor in each toilet as per the swapped signs. Once the argument reached its peak, the actors showed people a poster and revealed the intention behind the experiment. We activated a new sign of equality, a toilet sign.

Target audience: (A) Our primary target audience was the youth in the age group of 13-30 (B) Our secondary target audience was 31+ male and females Approach: Shock and awe People were shocked to find themselves in this situation, and that's when they realized how a transgender person feels every day. This draws the connection between them and transgender rights to public toilets in a stronger way.