In a bid to tackle the widespread issue of improper flushing, Sydney Water, in collaboration with the creative agency It’s Friday, has unveiled a humorous yet impactful campaign titled “Toilet Blockers.” This initiative aims to educate the public on the importance of adhering to the ‘3Ps’ rule—pee, poo, and toilet paper—when using the toilet.
Improper flushing habits have become a significant concern, leading to over 20,000 sewer blockages annually and costing Sydney Water a staggering $27 million in clean-up efforts. Alarmingly, 55% of Sydneysiders still believe it is acceptable to flush items beyond the 3Ps, exacerbating the problem.
The “Toilet Blockers” campaign seeks to address this issue head-on by framing errant flushers as part of a humorous support group called Toilet Blocker’s Anonymous. Through a series of films, social media posts, radio segments, print ads, and PR activities, the campaign humorously confronts individuals about their bad flushing habits.
Elise Barker, Acting Head of Brand, Media, and Marketing at Sydney Water, emphasized the gravity of the situation, stating, “This is a serious issue in our wastewater network and a significant problem right across Greater Sydney. We wanted to use humour to make people think twice about what they’re flushing down the toilet.”
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Barker further added, “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.”
Vince Lagana, Chief Creative Officer at It’s Friday, highlighted the dual nature of the campaign’s message, saying, “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.”
Lagana also noted the unique blend of seriousness and humor, adding, “It’s not often you get to communicate a message that’s serious but also so awkward, it’s tailor-made for comedy. We’ve had a great time bringing it to life and we’ve all learned things along the way. Like, who knew tissues shouldn’t be flushed?”
Sydney Water’s “Toilet Blockers” campaign serves as a crucial reminder for Sydneysiders to rethink their flushing habits and adhere to the 3Ps, ensuring a cleaner and more efficient wastewater system for all.
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