Tgthr Mumbai won a Silver for its campaign done for Reckitt Benckiser brand Harpic, titled ‘Loocator #BeFreeToPee’, in Glass: The Lion for Change category.<iframe width="560" height="315" src="https://www.youtube.com/embed/GjDM-zHe_NE?si=Gb-doiGcZ94APV3v" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>As part of the campaign an app was launched that helped women find directions to a public toilet nearby, rate the public toilets and even add new toilets to the network. It was a tech-driven crowdsourced initiative. A short video was also launched as part of the campaign that depicted the travails of women outside their homes struggling to find a restroom and facing acute personal discomfort. The film states how 70% women struggle to find a usable public toilet, and how the Harpic Loocator app helps women find a public toilet, along with ratings.While the campaign was ideated and executed by Tgthr Mumbai, Avian WE handled public relations in the India market.Reacting to the Silver win at Caness Lions 2024, Avian WE commented, “We are delighted to bring home Silver for Glass Lions for the Harpic Loocator #BeFreeToPee campaign. We are proud to partner with Reckitt Benckiser and Harpic and leverage the power of communication to help women locate public restrooms while on the move. A big shout out to the team for pushing boundaries and making meaningful change.”