AZERSUN
SOCIAL REPONSIBILITY CAMPAIGN:

“Stay dry, stay healthy”

We’ve created the strategy, idea and KV of a national awareness campaign
for Azersun, the biggest FMCG brand of Azerbaijan.

Because of cultural habits and attitudes, a significant part of population were not using toilet paper.
And some conservative people had reactions towards toilet paper awareness campaigns as they believe
using water instead of toilet paper was more healthy and a kind of cultural heritage. So we’ve designed a campaign
inviting them to use water first and toilet paper next reminding the health issues that staying wet could cause.
We have characterized one drop of water and toilet paper and their togetherness so that everyone
from different age and SES groups could easily understand the message and
such a sensitive subject could be discussed more softly.