AFFINITY WATER
(2021-2024)
SOS: Save our Streams
Delivering the UK’s largest ever water-saving results through an award-winning behaviour change campaign.
Strategy
After the success of the Save 10 a Day pilot project, we rolled out SOS: Save Our Streams across the whole Affinity Water region.
Research showed that when we told people about the rarity of their local chalk streams and the link with household water use, it created a compelling reason to save water – the ‘why’.
We created a fully integrated campaign, including TV, out-of-home media, experiential, PR and eCRM. Combined with the ‘how’ – ordering free devices and receiving nudge comms focused on consistent water-saving behaviours – the effects were huge.
Results
20.25m
litres a day saved in year one, rising to 23.84m litres a day in year two
240k
people signed up within the
first two years of campaign
46
litres a day saved by households that signed up
85%
of people who saw the campaign said it made them take action
Winner of Water Efficiency Project of the Year at the Water Industry Awards 2022
Effies Finalist, Marketing Effectiveness Awards 2023
