Since 2000, there have been numerous efforts towards improved access to safe toilets and a possible end to open defecation through the United Nations Development Goals (MDGs). With a population of over 21.2 million people, Lagos state constitutes about a quarter of the reported 18.7- 42.5 million people who practice open defecation in Nigeria. Therefore In 2014, Bedouin Nation, a Lagos-based creative media firm developed and implemented “Shit With Sense” as an online campaign to test audience reaction to this social issue that poses great danger to lives.
In commemoration of World Toilet Day this year, Bedouin held a press conference at Lagos state Ministry of the environment conference room, Alausa, Ikeja on 19th November 2015. This was held to flag off the “Shit With Sense” campaign in collaboration with the Ministry of the Environment. This latest campaign, which is follow up to last year’s edition is geared towards joining other such initiatives across the world while taking up the challenge of improving the toilet and sanitary conditions of over 30million Nigerians.
The 2015 World Toilet Day themed “Better Sanitation For Better Nutrition,” highlights the fact that improved sanitation is critical to ensuring positive nutrition and health outcomes. The Honourable Commissioner for the Environment, Lagos state, Dr. Babatunde S. Adejare noted the desire of this administration to eradicate open urination and defecation which is in line with (MDG’s) is being backed up by provisions of public toilets and upgrading of already existing facilities in selected in selected areas across the state by the Ministry of Environment. However this can only be a success if the citizenry play their part by adopting better sanitation habits.
Dr Adejare also explained that Lagos state, despite fast assuming the status of a ‘Model Mega City’ with a high concentration of economic, political, and media concerns which provide economic and social incentives lacking elsewhere, the state is both a place of opportunity and risk.
Improved sanitation supports better nutrition, as such the lack of access to clean drinking water and poor hygiene are some of the causes of poor nutrition. The United Nations (UN) estimates that 946 million people practice open defecation, thereby exposing themselves to diseases such as diarrhoea. According to the World Health Organization, roughly 50 percent of all malnutrition cases are associated with repeated diarrhoea or intestinal worm infections as a direct result of inadequate power, sanitation and hygiene.
The need for active participation of the youth can be emphasized through some of the devastating implications for young mothers and children. Poor sanitation is also known to cause both irreversible physical and cognitive damage, some of which affected 159 million people in 2014, from which 50 million have been under the age of five. It is important for mothers to practice good sanitation habits along side nutrition as this lowers any risks during pregnancy and childbirth.
Increased vulnerability exposes the citizenry to various forms of environmental degradation and other related environmental nuisances. It is therefore imperative that Nigeria, together with other nations, states and communities work towards making a visible impact that will foster a clean, healthy and sustainable environment.
WHY ‘SHIT WITH SENSE’?
‘SHIT’ is commonly used (in Nigeria) to describe defecation. We thought in order to connect especially with the right target group, the case should be presented in a language that can be easily understood. The tonality/execution of the campaign is deliberately humorous (not vulgar) with a cheeky attempt to poke fun while getting an important message across.
The overriding campaign message therefore is if you must do it (shit), at least do it right – SHIT WITH SENSE!
