A Global Movement Toward Sustainable Sanitation

Goal
PATH’s Defeat Diarrheal Disease Initiative (DefeatDD) needed an advocacy campaign to raise awareness of diarrheal disease and promote global sanitation solutions, particularly around World Toilet Day.

Results

• 2.8 billion digital impressions (2018-2024)

• 4 custom landing pages and 60+ digital assets created

• Engagement in key regions, including South Asia and Sub-Saharan Africa

• 84,000 social impressions and 48 million unique views in 2022 alone

Strategy
I led the campaign’s creative strategy, driving engagement through innovative digital storytelling. Each year, we executed unique activations, including in-person events, paid media, and global influencer outreach to break the "poo taboo." The campaign’s messaging combined humor with critical public health insights, increasing shareability and impact. I also managed partnerships with media outlets, securing NPR coverage and expanding reach to international audiences.