Almega, an employers' organization supporting service companies in Sweden, targeted buyers of cleaning services with this campaign. A survey revealed that municipalities, in desperate attempts to cut costs, were significantly reducing their budgets for cleaning public buildings. This led to a decline in the condition of school toilets, causing children to avoid using them. To illustrate the severity of the issue to city council members, who rarely visit school toilets, we brought the problem to them. We sent each municipal commissioner in Sweden a scented candle with the unpleasant scent of a "school toilet," putting the issue right under their noses.