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Anglian Water

Strategy and brand to drive sustainable behaviour at scale

Anglian Water manages one of life’s most precious resources, in one of the UK’s driest and lowest-lying areas, and in the face of a global climate emergency. To ensure the long-term viability of its business, and the wellbeing of its customers, it needed to think decades ahead. After working with Anglian Water to define and embed the company’s vision and values, our research clarified customers’ attitudes to water, and what would motivate them to embrace a more sustainable approach to its use.

Customer insight informed the engaging and memorable Love Every Drop programme and brand, which we brought to life with a compelling narrative and a vibrant and unique visual storytelling style that combined typographic, illustrative and photographic elements.

This vivid and engaging approach has shaped everything from the campaign’s stakeholder manifesto, to consumer-facing materials like domestic bills, advertising and vehicle livery.

Love Every Drop is an umbrella programme that provides a long-term vision of millions more people putting water at the heart of a new way of living. But its measurable impacts are being delivered via short-term practical campaigns. For example, our ‘Drop 20’ initiative asked everyone, at work and at home, to reduce their average daily water use by 20 litres. This campaign resulted in a saving of 60 million litres of water per day across the region. Love Every Drop and its behaviour-led campaigns are playing a big part in securing the region’s water supply for generations to come.