Helping Anglian Water customers use less water

With the East Anglian region in drought, Anglian Water asked us to develop a behaviour change campaign that would take on a difficult challenge: encouraging its customers to use less of its product.

AW Drop 20

Anglian Water’s catchment area covers almost 20% of the country, and is the driest region in the UK. We built on our experience as its strategic communications partner to communicate why saving water now would help protect supplies for communities, businesses and wildlife in the future.

Helping to tackle water shortages across the South East meant we had to reach beyond the usual water-saving advice. Our approach was to give householders the context for water saving and, crucially, a target to aim for. The Drop 20 campaign asks everyone, everywhere, to drop 20 litres of water from their daily usage – estimated to be around 145 litres per person.

Associating quantities with water-saving behaviours such as stepping out of the shower two minutes earlier or fixing a dripping tap helped householders understand how easy it is to ‘drop 20’.

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