Believe it or not, in the UK we use more water than it rains. However awareness of how we all waste water, and what we can do to waste less, is low.
Affinity Water supplies water to much of South East England, and is working to protect local chalk streams in that region – a globally rare natural feature now more endangered than the Bengal Tiger. But Affinity needs to enlist their customers’ help in their mission to save local streams.
The strategy was to draw people’s attention to the fact the water from our taps is directly connected to the water in our beautiful local streams and rivers: the more we waste from our taps, the more strain we put on the environment.
We developed a direct call to action to help Save Our Streams, and used humour to make a splash (sorry, couldn’t resist) with our campaign, poking fun at extravagant water-wasting behaviours across OOH, social, radio, a touring roadshow, and even a live comedy event hosted in an actual stream.
The campaign is still live so results will be trickling in over the coming months.