Challenging water wasting with humour.
Challenge
Customers living in Affinity Water’s catchment area have the National highest water usage. Almost 4 times more than people living in the North of England. This extravagant water consumption is drying out the local streams.
Insight
People don’t know their tap water comes from endangered local chalk streams.
Creative Solution
A purpose-led integrated campaign with the aim to build an emotional connection between Affinity Water customers and their local streams. In a humorous and self-deprecating way ‘Save Our Streams’ informs locals about where their tap water comes from and highlights the consequences of excessive water consumption.
Success
- Best Integrated Campaign Drum Social Purpose
- 170,000 households joined de movement
- 5 million liters of water saved every day
- Reached more than 2 million people