ANGLIAN WATER
(2016)
The Unmentionables
Using word-of-mouth marketing to get women talking about whether they flush tampons, and to understand why they shouldn’t.
Strategy
Not every woman is aware tampons shouldn’t be flushed. But it’s not easy to talk about.
We created a tongue-in-cheek board game, found 94 influential women and asked them to host a party with 10 female friends to trial this mystery game – ‘The Unmentionables’.
The game saw them answer questions on unmentionable topics, including what they flush. The results – pun alert – speak for themselves.
Results
100k
offline conversations stimulated in a month from 94 real-word influencers
89%
of ‘flushers’ now bin
15,800
minutes of discussion about sanitary disposal in the
first month
