Tork and Publicis London Launch Campaign Highlighting Inclusive Hygiene in Public Restrooms

Tork, a brand of Essity, has launched a global campaign in collaboration with Publicis London that transforms the barriers faced by people with conditions such as arthritis, eczema, and neurodiversity into an immersive experience. The initiative aims to raise awareness about the need for inclusive hygiene in public restrooms.

To illustrate real-life challenges, the agency and Tork designed a non-inclusive experiential restroom based on global research. The installation highlights obstacles such as sandy hand towel dispensers, fixed soap handles, and excessively loud hand dryers, which emphasize physical discomfort and auditory sensitivity—issues affecting over 50% of people daily.

The campaign spans digital media, social networks, radio, and display advertising, opening with a 30-second video capturing authentic audience reactions through hidden cameras. Additionally, social and display executions feature handwritten testimonials from participants, highlighting personal experiences central to the campaign’s message.

The initiative extends across the United Kingdom, United States, Europe, and Australasia, with media planning and buying handled by Zenith.

 

Noël Bunting, Creative Director at Publicis London, stated that the campaign leverages creativity as a driver of empathy and action, showing that bold ideas can challenge perceptions and create meaningful change, even in unexpected categories.

Meanwhile, Isabel Dahlberg, Global Master Brand Director for Professional Hygiene at Essity, emphasized that inclusive hygiene benefits both users and businesses, enhancing customer experience while fostering loyalty and positive outcomes.

As Essity’s integrated creative partner, Publicis London is responsible for campaigns across several of the company’s brands, including Tork, Cushelle, and JOBST, supporting global innovation and awareness in professional hygiene.