This World Toilet Day, Sirona, a leading feminine hygiene brand, unveiled its #EverybodyNeedsAPeeBuddy campaign, addressing a critical issue often overlooked: the challenges women face in accessing clean and hygienic public restrooms.
Through this initiative, Sirona sheds light on the daily discomfort and health risks endured by women and offers practical solutions to empower them during their travels.
Sirona’s new digital video campaign focuses on the harsh reality of unhygienic public restrooms. Women frequently find themselves in situations where clean facilities are unavailable, forcing them to make unhealthy compromises like holding in urine, avoiding hydration, or using unsanitary facilities. Such practices not only cause discomfort but also heighten the risk of urinary tract infections (UTIs) and other health issues. By spotlighting these struggles, Sirona hopes to ignite a conversation around the need for better sanitation infrastructure and advocate for safer, more accessible restrooms.
To bring its mission to life, Sirona has teamed up with IntrCity, a leader in smart bus travel, to distribute PeeBuddy samples—a revolutionary female urination device—and disposable toilet seat covers to female passengers across the IntrCity network. With over 50 lakh PeeBuddy units sold, this innovative product helps women avoid direct contact with unhygienic toilet seats, ensuring a safer restroom experience. Additionally, select IntrCity lounges offered hygiene gift hampers featuring Sirona products, further enhancing the comfort and confidence of women travelers.
As part of the collaboration, awareness posters have been placed in restrooms on 10–12 IntrCity buses, delivering Sirona’s message to an estimated 5–6 lakh passengers. These posters reinforce the importance of maintaining personal hygiene and encourage better restroom practices among the public.
Anika Wadhera, Group Marketing Director at Good Glamm Group, shared, “Our campaign highlights a pressing issue that millions of women face daily—access to clean public restrooms. Through our partnership with IntrCity, we aim to equip women with the tools they need to protect their hygiene and inspire change in sanitation standards.”
Manish Rathi, Co-Founder and CEO of IntrCity SmartBus, added, “Hygiene has been at the core of IntrCity’s travel solutions, with in-bus washrooms setting a benchmark in the industry. By joining hands with Sirona, we’re taking our efforts further to support female passengers with essential hygiene tools, making travel safer and more comfortable.”
Sirona’s World Toilet Day campaign serves as both a wake-up call and a solution-driven initiative. By providing tangible hygiene products, raising awareness, and collaborating with travel partners like IntrCity, Sirona is actively working to make public spaces safer and more inclusive for women. The campaign underscores the brand’s dedication to fostering a society where women can navigate public spaces confidently, free from the health risks posed by unsanitary restrooms.
Through these efforts, Sirona not only addresses an urgent need but also takes a significant step toward creating a healthier, more equitable world for women.