Sydney Water and creative agency It’s Friday are tackling the growing crisis of blockages that costs the utilities company $27M a year with a Flushable Guidebook.
Continuing the momentum of the 2024 Toilet Blockers Anonymous campaign, is the solution a self-help guide with a cheeky twist – world-first ‘Toilet Blockers Anonymous – Flushable Guidebook.’
The guide, created in partnership with eco-friendly toilet paper brand Who Gives A Crap, is printed directly onto loo rolls with each sheet delivering a humorous but educational reminder of what not to flush down the toilet, from dental floss to hair… and even golf balls. The roll ends with a final pledge to stop blocking habits for good.
“We needed a way to grab people’s attention where it matters most—literally in their bathrooms,” said Tim Barrett, Digital Marketing Manager at Sydney Water. “Blockages are expensive and entirely preventable. This campaign delivers an unforgettable reminder right where behaviour change happens.”
Vince Lagana, CCO, It’s Friday, added: “Humour has the power to drive real change, especially when it meets people in everyday moments. By turning a roll of toilet paper into a scroll of knowledge, we’re flushing out bad habits—one sheet at a time.”
To make the message impossible to ignore, the campaign landed straight in bathrooms across Sydney. Led by plumber influencers, such as @SydneyPlumberChick, plumbers across Sydney hand-delivered guidebooks during real-life toilet unblocking visits—catching, but also helping, culprits red-handed.
By reaching Sydneysiders where it matters most—their bathrooms—Sydney Water hopes to flush out bad habits and keep the city’s pipes flowing freely.
Credits
Client: Sydney Water
Elise Barker, Head of Brand, Media and Marketing
Tim Barrett, Digital Marketing Manager
Shelley Lewis, Marketing and Events Lead
Chriss Mikhael, Senior Marketing Advisor
Nick Plunkett, Digital Marketing Lead
Creative Agency: It’s Friday
Grant McAloon
Mariah Ferrer
Claudia McInerney
Neil Walshe
Benn Sutton
Photography and Videography: Adam Eden @Eden Studios
Studio Director: Rachel Lounds @Eden Studios