VIDEO: Serious shit on World Toilet Day

Shoppers confronted with ‘experience toilet’ in Amstelveen

Zeist, 19 November 2015 – This week, shoppers in the central shopping centre of Amstelveen, Stadshart, are experiencing what toilets are still like in many Third World countries today. The initiative for the campaign lies with hygiene specialist SCA, who realised it in collaboration with toilet store 2theloo. An ‘experience toilet’ using audio-visual projections allows anyone to experience the contrast between Third-World toilets and our Western ones. The campaign has been organised in the context of World Toilet Day on 19 November. On this day, efforts are made worldwide to raise awareness for the importance of good sanitation and hygiene.

Hole in the ground and no sewers
In many parts of Africa, a toilet is still just a hole in the ground – no sewer system, no running water. A video projection in 2theloo’s lavatory facility showed shoppers people in Africa digging up excrement from a latrine and dumping it in the river, while women are doing laundry a little further along the bank. A magic mirror subsequently hit washroom users with a message. “It is a bitter contrast with Western sanitary circumstances. We hope to create awareness of the differences between the hygiene facilities here in the Netherlands and the deplorable situation in other parts of the world. There are 2.5 billion people without decent sanitary facilities – and yet we often take it for granted,” says Gertie Eikenaar, communications director with SCA Benelux.

Deaths from lack of hygiene
Today, 1.6 million people annually and 2,000 children daily die of cholera, diarrhoea and worm infections – diseases primarily caused by dirty toilets (or the lack of toilets altogether) and bad hygiene. “These figures are quite literally serious shit, in our view,” says Eikenaar. “Safe drinking water, good sanitation opportunities and basic hygiene facilities should be available to all people everywhere. It is based on that ideal, that we are collaborating with 2theloo and Roca (We Are Water Foundation) to create long-term solutions to this problem.” All visitors to the ‘experience toilet’ in Amstelveen can donate their access voucher. The raised amount will be doubled by SCA and donated to a We Are Water Foundation project in Bangladesh that builds latrines in schools.

About SCA
SCA is a leading global hygiene and forest products company.
The Group develops and produces sustainable personal care, tissue and forest products. Sales are conducted in about 100 countries under many strong brands, including the leading global brands TENA and Tork, and regional brands, such as Libero, Libresse, Lotus, Nosotras, Saba, Tempo and Vinda. As Europe’s largest private forest owner, SCA places considerable emphasis on sustainable forest management. The Group has about 44,000 employees. Sales in 2014 amounted to approximately SEK 104bn (EUR 11.4bn). SCA was founded in 1929, has its headquarters in Stockholm, Sweden, and is listed on NASDAQ OMX Stockholm. For more information, visit

About 2theloo
The story of 2theloo started in 2011 when Eric Treurniet and Almar Holtz, two Dutch entrepreneurs, opened their first 'better than at home' toiletstore in the centre of Amsterdam. The mission of 2theloo is to make the absolute most of your toilet break, wherever you are. After opening its first store 2theloo has shown an impressive growth which resulted in almost 200 toilet stores in 15 countries. By the end of 2015 more than 100 milion people have visited a 2theloo facility. More info:

About Roca: We Are Water Foundation
The We Are Water Foundation was founded by Roca in 2010 with the objective of mitigating the negative effects associated with the lack of adequate water resources, raise overall awareness and motivate people to donate funds to be used in the implementation of cooperation projects. For full information about the We Are Water Foundation, visit the website