Round 5 of 8: January

Creative Director, BBH SINGAPORE

Prior to my current appoint as Creative Director at BBH Singapore, was a Creative Director at Ogilvy & Mather Singapore, where I started my advertising career almost a decade ago.

During my time there, I worked with and oversaw a bunch of young and talented lads across various regional and local accounts like Google, Nike, Allianz, Singtel and the Ministry of Culture, Community and Youth.

My work has been recognized for its creativity and effectiveness at international festivals including One Show, Clio, Webbys and the Effie. However, earning the FWA Site of the Year for Google Ramayana and helping Singapore’s small-time hawkers defeat big-time Chef Gordon Ramsay count as some of my proudest achievements till date.

I am also a former national fencer, a board game enthusiast, a former military dog trainer and an owner of 2 amazing cats. Do follow them at @borisandBuffy on Instagram if cats are your thing.

Brief: "FROM SHAME TO STATUS: SHIFT HOW TOILET USE IS PROMOTED IN INDIA"

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'Create a campaign that turns a used toilet into a status symbol.'

Xander Lee

The Indian Government is building 110 Million toilets in an effort to rid the country of open defecation - a centuries old cultural habit of India's less fortunate classes.

As this article from the Washington Post points out, it's possibly the largest behavioural change project in history, and increased access to toilets is not guaranteeing that people use them.

To combat this, India, with its Swachh Bharat (Clean India) Mission has turned to shaming tactics.

I want to see how you would take the opposite approach if you ran the Indian government.

I want you to transform the mission from a shame driven campaign to an aspirational one. We need India's poorest to want to use a toilet as a positive lifestyle choice. I want you to make it a shining status symbol in much the same way that weddings, motorcycles and phones are in a country like India, where social status and acceptance is important at all levels of wealth.

Deadline for Round 5: January 31st 2018, 11:59pm Los Angeles time.