From a playful King’s Day idea to nationwide impact​

​The idea (the HEMA Home Toilet) was already there: playful, likeable and very King’s Day. Our challenge: how do you turn a ‘nice initiative‘ into an urgent, newsworthy story that breaks nationally – and actually gets people to act?​

• Designed and ran a national PR survey to quantify how big the King’s Day toilet shortage really is – and how disproportionately it affects women ​
• Turned the findings into newsworthy press materials with a clear call-to–action (“Open your Home Toilet”)​
• Targeted pitching + phased timing (pre-pitch, launch, follow-up with sign-up figures), combining top-tier national outreach with a strong regional approach tailored to each participating city.​

This shows how we scale an existing concept into national PR impact, using evidence, focus and momentum – so awareness turns into action.​

• 88 earned placements (incl. RTL Nieuws, Metro, Flair, Fonk)​
• Reach: 108,873,476 | PR value: €275,375​
• 800 sign-ups for Home Toilets nationwide​
• 2× Esprix Award for the campaign