Water Wise

The brief

To work with Thames Water to develop a campaign to encourage people to use water more wisely, by concentrating on specific, small behaviours such as turning off the tap when brushing your teeth, with the aim of significantly reducing water consumption in order to avoid a hose pipe ban.

The solution

Worked with ad agency Spirit to develop an integrated campaign. The clever "water bottle" creative device, worked across all behaviours from teeth brushing to car washing and all media channels. We supported the traditional media campaign with “giveaways” such as shower timers to prompt behavioural change in the home, a classic “nudge” style approach, before it became fashionable.

The Result

  • 91% prompted recall of a Water Wise ad
  • 60% of people who saw the ad thought about water differently
  • 17% increase in the number of people who claimed to turn the tap off when brushing their teeth
  • 2% fall in water consumption in the first 6 weeks of the campaign (attributed solely to the ads) equating to a saving of 53 million litres of water a day