DBAPOS — CHA CHA

Don’t Be A Piece Of Sh*t

Advertising, Branding, Campaign

2023
(Diploma final-year-project)

Singapore has an image as one of the cleanest cities in the world, but behind closed doors, the public toilet experience is often not a clean nor pleasant one.

“Don’t Be A Piece Of Sh*t” is a public service campaign that calls Singaporeans out, shaming them humorously into correcting their poor toilet practices.

Extensive research revealed that 85% of Singaporeans feel unsatisfied with the state of public toilets, and it’s been a problem the nation has tackled for a long time.

The issue lies within the privacy and subsequent anonymity toilets provide, where users don’t feel accountable for their actions and prioritise their own convenience over the public good.

These insights drove the project in the direction of utilising social pressure as a driver for engagement, coupled with a humorous tone to make the message more receptive.

Campaign Strategy

Phase 1
Information & Awareness

Change begins from being informed. Taking place in familiar high-traffic heartland malls, phase 1 places posters and stickers in a guerrilla setting to address specific painpoints as they use the toilet.

Phase 2
Widespread Engagement
After education comes action. The campaign's playful tone is pushed across further through interactive physical and digital elements, in the form of social media touchpoints and physical merchandise.

Phase 3
Sustainability & Impact

Various aspects of the campaign are designed for virality, encouraging the message to last in the public consciousness for longer.

Phase 1.1—Posters

The series of posters depicts the three most common poor toilet practices as goofy scenarios. This points out the irrationality of such actions, encouraging users to do the right thing.

The humour incorporates pop culture references and snappy local language, where perpetrators are displayed as ‘sh*theads’ as a playful shaming method to deter such behaviours in the future. The posters are placed at the respective touchpoints their messages target.

Careless peeing at men’s urinals

Poor hand-’drying’habits at sinks

Thoughtless littering in toilets

Phase 1.2—Guerrilla Stickers

Supporting the messages of the posters, a series of smaller reminder stickers and larger-form stickers speak to the viewer in casual local slang.

Phase 2.1—Goodies Dispenser
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A physical keepsake helps generate hype and attention surrounding the campaign, with these product dispensers being installed near toilets. Conveying the message of "Keeping clean don't cost much la!", the limited-edition merchandise sells for 10c, catering to serve the user fun and practicality.

Phase 2.2—Social Media Posts

SGAG is a social media digital content producer focused on Singaporean humour. Partnering with them enables a wider spread of the campaign to its target audience of teens and young adults.

Phase 2.3—AR Filter

A ‘Sh*tty’ AR filter will also be promoted, encouraging interactivity and conversation around the campaign’s message #dontbeapieceofshit.

With two settings to the filter, audiences can call out other people’s bad behaviours(anonymously) as well as unkept public toilets to bring them more attention, keeping everyone in check with this playful way of shaming.

Phase 3—Sustainability & Impact

The campaign touchpoints were designed to stir virality and engagement in the public conciousness.

Despite the advocation of good toilet practices not being a new thing, when audiences use public toilets in the future, the playfulness of the campaign encourages users to remember and carry out the message in a more light-hearted manner.

Read the full process report!