To shine a light on the hidden barriers to inclusive hygiene present in public bathrooms, Essity hygiene brand, Tork, has created a campaign titled ‘The Unusable Restroom’. 

The campaign, created with the help of Publicis London, spotlights the barriers that impact more than 50% of people every day. For those managing conditions like arthritis, eczema and neurodiversity, harsh paper towels, loud hand driers and hard-to-use soap dispensers are just some of the things that stand in the way of good hygiene practices.  

Tork has created ‘The Unusable Restroom’ to highlight the need for more inclusive design in public bathrooms. Drawing on global research, Publicis London and Tork have designed an experiential, non-inclusive restroom to show how thoughtless design is affecting people on a daily basis. 

“We believe inclusive restroom hygiene should be accessible to as many people as possible. Supporting inclusive hygiene solutions doesn’t just improve user experience – it can also strengthen a business’s reputation and lead to increased customer loyalty and revenue. That’s why we’re committed to raising awareness and driving change, because inclusive hygiene is better for people and businesses,” says Isabel Dahlberg, Global Master Brand Director, Professional Hygiene, Essity.

The unusable restroom space is made up of a dispenser serving sand-encrusted hand towels, immovable soap dispenser handles and a deafeningly loud hand dryer to highlight the often-overlooked features that can cause discomfort and sensitivities. A campaign film shows the public’s authentic reactions to the restroom through hidden cameras.

Digital, social, radio and display elements of the campaign spotlight the reactions of the public. Custom social and display executions feature testimonials written in participants’ own words and handwriting to spotlight the personal experiences at the heart of the campaign.

“By highlighting the everyday hygiene barriers people face, we’ve used creativity as a force for empathy and action. This is a powerful reminder that even in unexpected categories, bold ideas can challenge perceptions, drive change, and make a real difference,” says Noël Bunting, Chief Creative Officer, Publicis London.

The campaign is set to run across the UK, USA, Europe and Australasia, with media planning and buying handled by Zenith.

Underlining the importance of designing with inclusivity in mind, especially when it comes to hygiene, the campaign demonstrates Tork’s in-depth understanding of its customers and their needs.