South Staffordshire Water
(2024)
Rice Washing
Encouraging the Southeast Asian community to wash rice economically.
Insight
Based on historic hygiene needs, the practice of washing rice 5-9 times before cooking is commonplace for Southeast Asian communities. In the UK today, this is largely unnecessary, however the practice is deeply ingrained.
Strategy
To raise awareness and visibility of sustainable kitchen practices within Southeast Asian communities in South Staffordshire.
Get the UK’s Southeast Asian population to wash rice using less water and repurpose leftover starchy water by educating economical washing techniques and uses for rice water using influencers, social media campaigns and targeted Sky Smart advertising to promote ‘how to’ videos.
Results
679k impressions
Across influencer and South Staffs social channels.
633k video views
Total watching hours across the whole campaign.
101 hours
Water saving data still being gathered and will be available Q2 2025.
Across gardening and beauty videos.
