Northumbrian Water: Love your drain

Transcription

1 Northumbrian Water: Love your drain Background Northumbrian Water s Love your drain campaign was launched in August 2012 after an increase in blocked drains in the North East. Clearing blocked drains is a problem which costs the company more than 1 million each year. Research showed that the increase was due to the growing use of disposable products, such as cleaning wipes, and sanitary items, with more than a third of people admitting to flushing these items down the toilet instead of using a bin. Operators at Northumbrian Water s sewage treatment works spend an additional 370,000 each year sending these items to landfill - where they should have gone in the first place. Blockages impact negatively on Northumbrian Water s reputation, with negative media coverage of pollution incidents and flooding. The campaign brief was to highlight the environmental damage that blocked drains can cause and change behaviour long-term. Objectives Reduce the number of blockages in Northumbrian Water s area by 10% (year one). Highlight the environmental damage that blocked drains can cause, such as flooding and pollution to local rivers. Educate customers what should and should not be put down the toilet/sink and how they can be a responsible citizen in their neighbourhood. Showcase Northumbrian Water as an environmentally responsible company and a Strategy sustainability leader in Corporate Responsibility. Northumbrian Water chose a different strategy to the rest of the water industry with a positive

2 campaign strapline, Love your drain. Research suggested that customers would be more likely to change their behaviour via nudge tactics than using negative don t straplines. The campaign strategy was split into three phases (pre-launch, domestic customer and niche audience). Two-way communication, engagement and partnership working aimed to reach key audiences previously identified at the research stage as being most likely to flush items down the toilet or sink: Householders Local authority housing tenants Business customers New/expectant parents The campaign also targeted youngsters aged five to eleven as they are likely to influence others through pester power and take advice on board for life. Tactics and implementation The campaign focuses around a mascot, Dwaine Pipe, to communicate a serious message to customers in a light-hearted way. Dwaine eats toilet paper, pee and poo and becomes poorly after eating items like wipes and cotton buds. Dwaine Pipe is unique in the industry as he appeals to adults and young customers alike. PRE-LAUNCH TACTICS Campaign preview to industry regulators and watchdogs to engage support. Internal communications campaign so all employees were aware of advice/key messages. This included teaser posters and roadshows with a six foot Dwaine Pipe model. To generate a buzz, employees were encouraged to download a Dwaine mask and compete to win Picture of the week in Northumbrian Water s employee newsletter. DOMESTIC CUSTOMER LAUNCH TACTICS Media launch at a treatment works to show the extent of the landfill issue. A list of unusual blockages, including a bra, python and piranha, secured full regional media attendance.

3 Advice webpage: and Facebook/Twitter profiles for Dwaine Pipe to underpin all activity. Advertorials featuring Dwaine Pipe placed in council and housing association magazines (September/October 2012) in hotspot areas where repeated blockages had been seen. Eight week regional radio campaign (August to October 2012) featuring jingle: Only toilet paper, pee and poo go down the loo. Ten shopping centre roadshows around the North East with six foot model of Dwaine Pipe. Customers received a branded giveaway in return for completing a questionnaire. Dwaine Pipe had a ten-minute pantomime role in Dick Whittington at South Shields Customs House (November 2012 to January 2013). Main character, Tommy the Trumpeter blocked his toilet with disposable items and Dwaine Pipe provided advice. NICHE AUDIENCE TACTICS Launch during National Chip Week (February 2013) of webpage for food outlets to encourage responsible disposal of cooking oil. Dwaine Pipe attended North East baby and toddler show (March 2013) engaging with parents and youngsters. Dwaine Pipe puppet show for primary schools (Feb to May 2013) to instil good habits in youngsters and generate pester power. Two children s books given to pupils afterwards to reinforce the show s messages. Measurement and evaluation Although behaviour change is long-term, results are already being seen with a 17.6% reduction in blockages since the launch (target 10%). This is despite severe storm conditions which increase the likelihood of blockages. Blockages were down even further in hotspot areas (areas with repeated blockage incidents over a 12 month period), with a 25% reduction.

4 Launch covered by key North East media, including BBC North East, ITV Tyne Tees, Sky Tyne & Wear, The Journal and Northern Echo. 100% of launch coverage was positive and contained key messages. 51 pieces of coverage (to 5 June 2013) with a reach of 5,183,951 (18 newspaper articles, 3 TV, 17 radio, 11 online and 2 trade press) 98% positive in tone, 94% of all coverage includes campaign key messages. 4,433 unique visits to date to Facebook likes and 274 Twitter (to 5 June 2013). 577 hits on You Tube for media launch. 523 hits for Dwaine Pipe jingle. Twitter (about sanitary items): Aw man! I thought it was ok because some of the packets tell u 2 do it! Well I certainly wont b doing it from now on! My boyfriend is always telling me they block the toilet but I ve never listened! Radio campaign reached the equivalent of half of North East (reach 1,128,021 with opportunity to hear of 26). 5,478 hits on Real Radio s Love your drain webpage from radio advertisement. 963 completed questionnaires from shopping centre roadshows. 30,000 people saw Dwaine Pipe s advice in pantomime. YOUTH AUDIENCE 17,000 students reached via Dwaine Pipe puppet show (February to May 2013). NICHE AUDIENCE 1,500 parents and expectant parents reached through baby & toddler show. 101 visits to webpage for food outlets:

5 Budget and cost effectiveness The campaign is having a positive environmental impact. Blockage clearances are down by nearly a fifth across the region since the campaign s launch and down by a quarter in areas where repeated blockages had previously been seen. Simple behaviour change is starting to improve life in the local communities where repeated blockages had been seen, with less worry of flooding and pollution incidents going forward.