Formica Group picked up ‘Best PR Campaign’ at the International B2B Awards. It won for ‘Lifting the Lid on Washrooms’ a PR campaign targeting architects, designers and fabricators, particularly in the hospitality sector. The activity hinged around asking people what they thought of public toilets.

The activity was to support the launch of its new washroom sheet size, which is used to make toilet cubicles, allowing for deeper, taller sides.

The campaign was devised and executed by The Think Tank and involved in-depth research with 2,000 UK adults to understand that nation’s toilet taboos. The research findings were contextualised in a report which explored public toilets. These were shared with the UK media and included statistics such as three quarters of Brits would prefer not to share unisex toilets with their colleagues.

Other shortlisted campaigns in this category included Fujitsu’s ‘Tech in a transforming Britain’ as well as work from major global PR agencies such as Harvard and Ogilvy.

Phil Wise, Marketing Director, Formica Group Europe says “This campaign cleverly tapped into a national obsession with public toilets and created fantastic PR that both raised awareness and drove sales. So we’re ecstatic to pick up this award.”