Creating Better Sanitation
Through the Power of Social Media
In some regions in Brazil, there is a lack of toilets for the public to use and overall better sanitation. Diego Colicchio, Marketing Director for of Home Care, recognized this need and decided that deploying the successful global partnership with UNICEF could help keep local authorities accountable to do something on creating better sanitation for the children of Brazil.
In many regions in Brazil, not having enough toilets isn’t seen as an urgent matter to many of the local municipality leaders. “Unfortunately the answer was not as simple as just building enough toilets,” explained Diego. He thought it through for a while with his team to find a plan that would be successful in convincing local governments and then repeat this in multiple regions across the country. Diego’s team studied community needs in the semiarid of Brazil, learning about the different challenges they face for creating better sanitation for children. After learning about all the problems they faced, it was time to put a plan into action.
In collaboration with UNICEF and Google they created a digital social initiative to engage the public and create social pressure on local authorities. This initiative included collectively creating a digital map that marked all the areas that required school toilet facilities. Over 7 million people engaged with the movement. This not only helped move the governments but also raised awareness all across the country on sanitation; a taboo topic.
Close to 100,000 children are benefiting from the initiative in its first year. Diego hopes to reach 450,000 within three years. With over 1,100 local governments now committed to improving school sanitation, Diego feels confident they will reach their goal.
There are still many Brazilians who aren’t aware of the sanitation needs of our country. Help spread Diego’s message and together we can create a brighter future for our children.