Charmin Relief Project presents Don't Pee in the Sea

Gross beach bathrooms are a given at pretty much every beach in the U.S., so much so that 2 out of every 3 people admit they'd rather pee in the water than the toilet. We thought that was gross, and luckily so did Charmin.

So we teamed up to launch "Don't Pee in the Sea", a summer-long initiative designed to get people out of the water and into the head. We took our portable Charmin Relief Project toilets to the gnarliest beaches across the country (as voted on by our fans on social), providing an awesome bathroom experience to the folks who needed it most. Then we created these faux-news-report social and TV spots to announce the campaign, splashing them across our channels and making as much noise as possible.

We got all kinds of earned media buzz, from local news stations all the way up to Digiday, HuffPo and CBS. Hopefully all that attention will make peeing in the sea a thing of the past. I'm sure the fish would appreciate it.