Traditional hand dryers heat unfiltered washroom air and blow it onto your hands, and damp hands are up to 1,000 times more likely to spread bacteria than dry ones. Around World Toilet Day, we built Dyson's broadcast PR campaign around toilet hygiene, with the Dyson Airblade as the answer: it uses a filter to remove 99.9% of bacteria before drying hands in around 10 seconds, and uses 80% less energy than a conventional hand dryer. We put their spokesperson on air across a radio day of interviews. The campaign secured 33 items of radio coverage reaching 5.6 million people, including Smooth Radio.
Dyson wanted to show that Dyson is committed to improving standards in public toilets with a fast, hygienic hand dryer.
The message
The Dyson Airblade uses a filter to remove 99.9% of bacteria before drying hands in around 10 seconds, and uses 80% less energy than a conventional hand dryer.
The angle
Damp hands are up to 1,000 times more likely to spread bacteria than dry hands, and traditional dryers heat unfiltered washroom air and blow it onto hands. Pitched to raise toilet hygiene awareness around World Toilet Day.
The result
33 items of coverage reaching 5.6 million, including Smooth Radio.
More campaigns for Dyson
Dyson has come back to Relations Group for other broadcast PR campaigns:
World Toilet Day is held every 19 November to draw attention to the global sanitation crisis and the aim of safe toilets for everyone by 2030. It was started in 2001 by the World Toilet Organization and became an official United Nations day in 2013. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning World Toilet Day for 2026?
World Toilet Day next falls on Thursday 19 November 2026. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
