Dukoral faced two big issues. People didn’t believe they could ever get travellers’ diarrhea. And, if you
did, you just take something when you get it.
We needed to dispel the myth that you can “prevent” travellers’ diarrhea by not drinking the water or
watching what you eat. We also needed to let people know that protecting yourself with a vaccine was
easy. We positioned it as another travel “habit,” the same way you would buy sunscreen or
update a passport.
“Don’t flush your vacation down the toilet” dramatized what a ruined vacation would look like. It
educated people about the realities of travellers’ diarrhea. We directed people to the pharmacy for a
simple and easy way to get the vaccine. So that travellers might check it off their pre-travel list
along with other vacation items from a drug store visit.