Almega is an employers’ organisation that supports service companies in Sweden. This campaign was directed towards buyers of cleaning services. A survey had shown that municipalities, desperately trying to save money, was heavily downsizing their budget for cleaning public buildings. To the extend that children were starting to avoid using their school toilets. The condition of the nation's school toilets were rapidly declining.

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But how do you explain to the people of the city council – that rarely have had the dubious pleasure of physically visit a school toilet – how far it had gone?

If you can't take the commissioner to the school toilet, well, you have to take the school toilet to the commissioner.

We sent each one of Sweden's municipal commissioners a scented candle with the detestable scent of "School toilet". Bringing the problem right under the nose of the decision-makers.