Positioning Essity among policymakers as the leading voice in the fight for hygiene in schools

Essity aimed to strengthen its relationships with elected officials around its corporate positioning defined with the agency: breaking taboos around hygiene, particularly regarding school sanitation.

The agency developed a coalition strategy to unite key stakeholders from the Ministry of Education, local authorities, associations, and policymakers within the collective “À nous les toilettes”. The objective was to produce objective data on school hygiene, mobilize civil society, and convince the government to take action.

Content
annual barometer conducted among children and parents, unveiled during World Toilet Day and at the Salon des Maires (Mayors’ Congress).

Public Affairs
one roundtable at the French National Assembly with eight MPs, and another at the Salon des Maires gathering local officials and parents’ associations.

PR for Public Affairs
three annual media campaigns in both corporate and general press, including the publication of an op-ed co-signed by 38 MPs in Le Figaro on the eve of the new school year.