Northumbrian Water: Dwaine Pipe Campaign

This case study shows how Northumbrian Water, a water company, successfully changed the UK consumer's toilet use habits.

Objectives

The objectives of the campaign were to

Reduce the number of blockages in Northumbrian Water's overall operating area by 10%

Reduce the number of blockages in identified blockage 'hotspot' areas by 20%

To highlight the environmental damage that blocked drains can cause, such as flooding and pollution to local rivers.

The campaign was to reach everyone in Northumbrian Water's north east supply area.

However, the main focus was a number of key audiences identified at the research stage as being most likely to put items down the toilet or sink rather than use a bin:

Strategy

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