Harpic, India’s leading lavatory care brand, has launched an innovative app-based solution called the ‘Harpic Locator’ App to further improve accessibility to public toilets, especially among women. This launch was in line with the ‘#BeFreeToPee’ campaign by Harpic under which it addressed serious challenges that women face in accessing clean and accessible restrooms while on the move.
A recent survey conducted in Delhi found that 70% of women cannot find a toilet when they need it; the average time spent by a woman in search of a hygienic facility is about 60 minutes. This has in turn compelled many women to drastically cut down on their intake of water while traveling, thereby opening themselves up to health hazards like dehydration and urinary tract infections. It also found that 78% of women frequently avoid field jobs or extended travel to avoid using public restrooms, and 81% do not drink water so they can avoid public facilities.
In this vein, the Harpic Locator App displays the nearest public toilets to users but goes a step further to allow them to add new locations or rate them. This community-driven approach will raise the overall level of availability and quality concerning public restrooms.
Saurabh Jain, Regional Marketing Director, South Asia – Hygiene at Reckitt, on the launch, said, “Lack of information and accessibility about clean public toilets impacts all segments in society significantly. The ones most affected are women. Women change their routines and lives in order not to use the facilities; this has very serious health implications.“. The ‘Be Free To Pee‘ campaign brings to light our commitment to deliver functional solutions against bathroom and toilet problems. We encourage everybody to use the ‘Harpic Locator’ app, rate local toilets, and help in building a supportive network for women.
It rates several amenities like water, soaps, tissue papers, lighting, and cleanliness, among others. The ratings would thus give an idea to the user and put less pressure on holding back. The app is available on Android and iOS, hence can be downloaded.
The ‘#BeFreeToPee’ campaign is all about emancipating women from confinement issues resulting from inaccessible public toilets so that they might work freely and travel without compromising on comfort and health.
Aalap Desai, CCO and Co-Founder of tgthr—the creative agency behind the campaign—said, “In India, the men generally don’t have too much trouble finding a toilet. This app solves a basic human right and aims to take away a bit of the anxiety women face every day. It has a very user-friendly interface and is a long-term solution that reflects the brand’s commitment to improving lives.”
The digital film “#BeFreeToPee with Harpic Locator” has captured the anxiety and helplessness of women in search of restrooms on the go. At a faster pace, set to music, and with an ensemble cast, it is more relatable and therefore more hard-hitting.
Harpic has earlier participated in initiatives such as the Swachh Bharat Mission and Mission Swachhta Aur Paani, ensuring increased accessibility to toilets and hygiene education across the country. It has further worked toward the welfare of sanitation workers through other initiatives like the World Toilet College and Mission Safe Toilets for All.
-BusinessWire India
