Aiming to make a difference by championing toilet cleanliness through a public awareness campaign, we initiated a campaign called ‘Pay It Forward.’ The objective of the campaign was to educate the public on proper toilet etiquette and encourage them to pay forward the kindness of ensuring a clean and hygienic environment for subsequent users. The campaign was also in line with the government’s call to create a civic-minded society as Malaysia forges ahead in its goal to become a fully developed nation.