Harpic Loocator

Description for Harpic Loocator.
HELPING WOMEN LOCATE THEIR FUNDAMENTAL RIGHT TO PEE.
#BeFreeToPee

THE PROBLEM
In India, men pee everywhere - the world is their toilet. But for women, finding a public toilet is a nightmare, that doesn't get over even if they find one. Public loos in India are often disgustingly filthy, lacking doors, electricity and even running water. So much so that 70% of Indian women can't find a useable public loo.
To avoid them, women hold their pee in by braving excruciating pain, in some cases for up to 12 hours at a stretch. 81% of women don't drink water, no matter the weather. This often leads to complications like UTIs, dehydration, heat strokes and long-term bladder and kidney problems.

THE AIM
To find an easily accessible long-term solution that helps women reclaim their
fundamental right - to pee with dignity.

THE IDEA
Harpic, India's leading toilet cleaner brand, launched the Locator - an app that helps women find clean toilets nearby, rate them and even add new toilets to the network.
Leveraging the Google Maps API with location data, tech and crowdsourcing, the app provides women with one crucial thing - useable loos when they need one.
With the #BeFreeToPee campaign, this unspoken yet fundamental problem was brought to the forefront of Indian minds. It started with a film portraying the anxiety and helplessness that every woman goes through every day when they want to use a restroom on the go. In addition, multiple touch points were created including juice shops and the most frequented public loos, to strategically target women.