Project:
Developing a national blueprint for water-neutral housing developments via a community-based behaviour change campaign.
Strategy:
- Messaging platform
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Full creative pledge strategy, using behavioural science
Creative & copywriting:
- Campaign concept
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Full roll-out as CD
- Full campaign copy: website & pledge emails; community comms (letters, emails, leaflets, social); event collateral & PR; blogs, newsletters, B2B comms
Results:
We created Bidwell Water Savers for a 1,000-home site in Bedfordshire: a highly localized approach to inspire residents to take one water-saving pledge each.
In conjunction with Ofwat and Affinity Water.
96% of residents were aware of the campaign.
3 out of 4 residents changed their water use as a result of the campaign.
Impact:
32.9 litres of water saved per day, per pledge-taking household.
105 litres ppc (per capita consumption) of water used per resident post campaign, vs 156 locally.
Finalist at the Water Industry Awards.
‘Water Savers’ model now being rolled out for other clients.
