Sydney Water has launched the Toilet Blockers Anonymous campaign through its creative agency It’s Friday, aimed at breaking people’s bad flushing habits.
The work addresses the concern that 55% of Sydneysiders still think it’s okay to flush more than the ‘3Ps’ (pee, poo, and toilet paper), which causes over 20,000 sewer blockages a year, and a subsequent clean-up cost of $27 million.
As stated by Elise Barker, acting head of brand, media, and marketing at Sydney Water: “This is a serious issue in our wastewater network and a significant problem right across Greater Sydney.”
The campaign, which launched yesterday via film, social, radio, print, and PR, hinges on a simple message: If you’re flushing anything other than the 3Ps, you’re a ‘Toilet Blocker’. It portrays a group of everyday Sydneysiders receiving help for their flushing habits with the support group, ‘Toilet Blockers Anonymous’.
Barker said the team wanted to use humour to make people think twice about what they’re flushing.
“The 3Ps may be simple to learn, but we needed a memorable and engaging way to encourage people to rethink their behaviour. It’s Friday’s ‘Toilet Blockers’ campaign does just that,” she said.
Vince Lagana, CCO of It’s Friday, added: “The message is simple, if you flush inappropriately, you’re part of a hidden group of everyday Sydneysiders who must break their bad flushing habits before it breaks their toilet. You may not know it, but you are a Toilet Blocker.”
On developing the campaign, Lagana said, “it’s not often you get to communicate a message that’s serious but also so awkward, it’s tailor-made for comedy.”
Sydney Water launched its first work with It’s Friday in December – a water conservation campaign timed for summer, featuring the character “Bob” played by Shane Jacobson. To inject fresh energy into the campaign, the long-standing water-wasting character was joined by an unexpected guest: his 10-year-old self.
It’s Friday first announced it had won the Sydney Water account in September last year, following a competitive pitch.
Credits:
Client: Sydney Water
Creative agency: It’s Friday
Production company: Rabbit
Director: craig Rasmus
Executive producers: Lucas Jenner and Alex Hay
Producer: Marge McInnis
Casting: Danny Long
Post production: The Editors
Sound: Squeak E. Clean Studios
Photography production: The Pool Collective
Photographer: Ingvar Kenne
Retoucher: Mark Sterne
See also:
Sydney Water & It’s Friday debut critical conservation campaign feat. Bob’s new sidekick
It’s Friday wins Sydney Water, conservation campaign to follow