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Pee Safe has launched ‘Hygeine Ki Aadat’ an awareness campaign for the World Toilet Day, aiming to inculcate the importance of safe hygiene.

The Pee Safe campaign contrasts with other advertising, which mainly revolves around scaring consumers about the dangers lurking beneath their bottoms and is instead about spreading awareness of better hygiene practices and preventing the risk of infections such as UTIs and E. coli.

With the campaign, Pee Safe wants to make people aware of products such as toilet seat sanitizer sprays, toilet seat covers, and stand-and-pee devices, which allow you to pee in public toilets with ease. Holding pee can increase the risk of UTIs, and using unhygienic toilets can increase the risk of toilet-borne infections. As per a report by IndiaSpend, about 50% of women contract UTI in their lifetime, and it is majorly due to unclean toilet seats and unhealthy practices.

The campaign with the tagline ‘Hygiene ki Aadat’ talks about accelerating changes, and one can form safe and hygienic toilet habits in just 21 days. The campaign also highlights that the change needs to start by teaching safe and healthy toilet practices among kids right in their formative years.

Vikas Bagaria, Founder and CEO, Pee Safe, said, “Toilet hygiene in India has come a few steps forward, but we still have a long way to go. The Swachh India Mission has had a huge role in increasing awareness, creating infrastructure, and educating people about the importance of hygiene and sanitation and its impact on health and livelihoods.”