The campaign aims to attract US$30,000 needed to build a toilet facility at a school in KwaMashu, South Africa. This is the first of 10 toilet facilities for schoolchildren that the organisation aims to build in 2014.
The “Brown Friday” campaign includes an Indiegogo fundraising website and enjoys support from Google as media partner. The campaign is open for donations until 6 January 2014, and all contributions will receive thank you gifts in line with their level of donation—from 'I give a shit' to 'I give more shit than most' to 'I give a shit and I am the shit'.
The agency pointed out that there are approximately 24,000 public schools in South Africa, but fewer than 8,000 have proper toilet facilities for their students. The average school has 800 students but only three toilet stalls.
Celevel Butler, GM of Saatchi & Saatchi Singapore, told Campaign Asia-Pacific that in Africa, toilets in schools are as important as pens and paper, they are an integral part of education especially for young kids. The provision of clean and safe toilets in schools will lead to a healthy learning environment for children, promoting health, dignity and well-being to future of leaders, according to the agency.
Singaporean Jack Sim founded the World Toilet Organization, often referred to as 'the other WTO', 13 years ago. His long-term campaigning resulted in the United Nations recognising World Toilet Day on 19 November.
Butler added that this is a long-term platform for this WTO, which is a very creative client with a good sense of humour.