Bio-Oil®

School Hygiene Essentials Initiative

Tackling poor toilet hygiene in primary schools

The Business Challenge

Essity, a leading hygiene and health company, wanted to raise its profile amongst key audiences and build relationships by demonstrating its commitment to addressing real hygiene problems.


Finn’s challenge was to identify a hygiene territory that was failing and one where Essity could make a real difference.

Insight

We conducted research, in partnership with YouGov UK, which found that levels of hygiene in primary school toilets are not what they could or should be. Interviews with hundreds of teachers, parents and children identified several key factors contributing to poor levels of hygiene in primary school toilets, from children coming to school not knowing how to wipe their bottom properly or wash their hands correctly, through to facilities that are unclean or poorly equipped.


Worryingly, research revealed that poor levels of hygiene in primary school toilets are having a major impact on children’s education and wellbeing.

The School Hygiene Essentials Initiative

To address this, we created the School Hygiene Essentials Initiative which enabled Essity to lead change whilst drawing upon stakeholders to rally up support for the initiative.

More than half of primary school teachers say children are losing vital education time because they’re wetting or soiling themselves in class. 45% say this leads to bullying.

More than one million hours of primary school teaching time are spent helping children clean up properly after using the toilet in school per year.

Just over £11m – The annual cost of the time spent by teachers cleaning up children after they’ve used the school toilets.

Just over £11m – The annual cost of the time spent by teachers cleaning up children after they’ve used the school toilets.

How It Worked

The School Hygiene Essentials Initiative is an integrated campaign with striking research at its core. To launch the campaign, we created a series of pieces of content to bring the findings to life, including the Bottom of the Class report, infographics, and tailored releases for key media.

The Results

We were impressed with Finn’s approach from the first time we met them to discuss the brief. Our aim was to build a campaign with the ability to achieve real, positive change on what we believe is an important issue. Finn’s response was creative and carefully considered the roles of PR, PA and digital. Ultimately, we felt that they understood the challenge and following the launch of the campaign the response has been fantastic.

Gareth Lucy - communications manager

Other case studies

Let's keep in touch

By providing my email address, I confirm that I've read and agree to Finn's Privacy Policy