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“Take Poo to the Loo” was a UNICEF India digital campaign launched in 2013 to encourage young people to speak out against open defecation. Its memorable name and Mr. Poo character gave the effort a playful face, but the challenge behind it was serious: sanitation depends on both access to toilets and the social norms that shape whether people use them.
What was UNICEF’s Poo to the Loo campaign?
UNICEF India launched “Take Poo to the Loo” on 11 November 2013, according to contemporaneous reporting by The Times of India. The digital-led initiative was planned to run for three months and aimed to engage young people as advocates, encouraging them to carry the message into their families, peer groups and communities.
It was an awareness and behavior-change campaign—not a toilet-building programme. UNICEF placed it within India’s wider sanitation efforts, including the Government of India’s Total Sanitation Campaign, which began in 1999. The campaign’s amusing phrase was a way to make a difficult subject easier to discuss, not evidence that sanitation was a light matter.
Was there a song, and who was Mr. Poo?
The campaign was associated with a music video, and UNICEF’s campaign retrospective identifies Mr. Poo as its protagonist. UNICEF’s 2014 Water, Sanitation and Hygiene annual report also describes the social-media campaign as ongoing and names Mr. Poo as its central character.
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The available official and contemporaneous accounts establish the video’s connection to the campaign, but do not provide a reliable transcript of the song or verified individual songwriter, performer or agency credits. UNICEF’s 2014 report notes Mr. Poo’s recognition in Time magazine’s list of influential fictional characters; that recognition is not a measure of the campaign’s reach or impact.
How did the campaign differ from Swachh Bharat Mission?
“Take Poo to the Loo” sought to influence conversation and toilet-use norms through digital advocacy. Swachh Bharat Mission was a separate, much broader Government of India programme addressing sanitation infrastructure and use. UNICEF says its first phase ran from 2014 to 2019, with aims that included toilet access, toilet use and behavior change.
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| Effort | Scope and approach | What the evidence says |
|---|---|---|
| Take Poo to the Loo | UNICEF India’s digital-led, youth-oriented advocacy campaign, launched in 2013. | UNICEF retrospectively says it contributed to the transformation, but the cited sources do not establish a campaign-specific causal effect or evaluation. |
| Swachh Bharat Mission, Phase 1 | A government sanitation programme running from 2014 to 2019, focused in part on access to toilets, use and behavior change. | UNICEF India’s overview says approximately 500 million people and more than 110 million households gained access to household toilets during Phase 1. These are programme-wide figures, not results attributable to the song campaign. |
| Swachh Bharat Mission, Phase 2 | According to UNICEF India’s current ODF+ FAQ, the phase began in 2020 and adds sustained toilet use and solid- and liquid-waste management. | The same FAQ says more than 180 million rural households had gained access to toilets through the programme. This is a programme figure, not a measure of Poo to the Loo’s contribution. |
What happened to the sanitation advocacy effort?
UNICEF’s 2015 WASH annual report says the organization continued to support Poo to the Loo as part of public dialogue and efforts to create new norms around toilet use. In 2016, UNICEF and the International Cricket Council promoted Team Swachh, an initiative encouraging everyone to use a toilet. The available account establishes a continuing advocacy theme, not a formal sequel to the song campaign.
Sanitation work continued beyond campaigns and construction targets. UNICEF describes the later ODF+ phase as placing emphasis on sustaining toilet use and managing waste, reflecting the fact that access alone does not settle every sanitation challenge.
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Did “Take Poo to the Loo” work?
There is no campaign-specific evaluation or causal impact figure in the cited accounts. UNICEF’s retrospective says the initiative contributed to India’s sanitation transformation, but that is UNICEF’s retrospective characterization; the sources do not isolate the song’s effect from wider programmes, infrastructure changes or other behavior-change efforts.
It is therefore possible to describe what the campaign set out to do, how it used Mr. Poo and a music video, and how UNICEF later positioned it within broader sanitation work. It is not possible from these sources to quantify how many people it reached, how many changed their behavior because of it, or how much it contributed to national sanitation outcomes.
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