The Domestos School Toilet Photo Contest in Russia: A Renewed Look at a Controversial Campaign
For the fifth year in a row, Domestos has invited the public to participate in a photo contest focused on the condition of school toilets in Russia, with a promise to fund renovations for the winning institutions. Over time, the campaign has sparked ongoing debate about what the photographs reveal and how they are presented to the public. In 2021, the contest’s photos were removed from the Domestos portal for the first time after a wave of social media scrutiny highlighted the alarming state of many school bathrooms. Since then, the site has often replaced images with descriptive notes about the issue, while continuing to solicit entries that describe the state of facilities and the reasons for repairs. This year, the organizers posted pictures of the school facades instead of the bathrooms themselves, continuing to avoid publishing direct photographs of the toilets. In earlier years, Domestos did not publicly explain the absence of toilet photos, but in a recent statement to the site Domestos socialbites.ca attributed the decision to the sensitive nature of the topic and the potential distress it could cause.
The entry process remains explicit: participants must provide identifying information about the educational institution and submit at least one photograph illustrating a bathroom in need of repair. Optional additions include a broader image of the school itself. Each submission must include a description of the bathroom’s condition and the reasons driving the need for repairs. Organizers describe a rigorous review process, with voting enabled on the platform only when all stated rules are followed. A key message from the organizers emphasizes privacy and discretion, noting that images will not be published publicly to avoid exposing individuals to undue discomfort.
Historical notes from the project’s run in Russia claim that the initiative has helped repair 22 school toilets and that Domestos products have been supplied to more than 2,000 educational institutions across the country. This context underscores the campaign’s dual role as a public call for facility improvements and a brand-driven outreach effort within the education sector. Reporters and observers have tracked the campaign timelines and the evolution of public engagement around the project, including debates about how the visibility of such images affects students, families, and school communities over time. (citation: coverage surrounding the Domestos campaign in Russia)
When 2021 photos were briefly in the public domain, participants and portal users contributed comments that reflected strong emotions about school hygiene. Remarks described a sense of sadness and concern about whether students could rely on your basic facilities during the day. Some comments highlighted safety concerns, noting incidents of slips or falls associated with poorly maintained restrooms. The discourse around these images often branched into broader questions about school infrastructure, student well-being, and the responsibilities of brands to address public health issues in educational settings. (citation: public reaction and discourse surrounding 2021 submissions)
Media coverage of the Domestos contest has not been without controversy. Some journalists characterized the campaign as provocative toward Russia, prompting inquiries about the stance of the Russian government on the event. In official responses, the Presidential Press Secretary stated that the matter did not involve the government or the detergent brand directly and that there was no official endorsement or objection from the Kremlin to the project. This dynamic illustrates how corporate-sponsored campaigns can quickly intersect with political and social sensitivities, especially when the subject touches on public facilities used by children. (citation: media analysis and official statements regarding the contest)