CAMBRIDGE WATER
(2024-2026)
Yes We Cam
Using positive collective community action to encourage water saving behaviour change.
Strategy
After the success of Can for the Cam, this campaign continued to build on local environment motivation and used a positive community collective action message.
We introduced a pledge model to encourage collective action, clear communication of Cambridge Water playing their part, tackling leaks & offering FREE leaky loo plumber fixes.
Data collection, nudge emails, social media, radio advertising, direct emails and face to face door knocking tried to reach as many of the 350k people in the area as possible.
Unique visitors to the Yes We Cam campaign website. 11.5% of households.
16k visits
Results
1,579 people
Individuals signed up to the campaign, pledging to make one simple water-saving change.
32%
Litres of water saved every day between July - December 2024.
1.36 million
Unpromoted awareness of Yes We Cam initiative.
2026 Evolution: Check Our Loos
Helping Cambridge Water customers find and fix hidden toilet leaks through one simple, high-impact behaviour.
Building on the success of Yes We Cam, the 2026 campaign focused the community on a single, tangible water-saving action: checking for a leaky loo.
The strategy used the established Yes We Cam platform to make water saving feel local, collective and achievable, while shifting the behavioural focus from broad pledge-taking to a specific household check.
The campaign reused the strengths of the original model - clear environmental motivation, simple action, local audio, customer email, campaign web content and local content creators - but sharpened the message around hidden leaks, making the invisible visible and giving customers a clear next step.
