Project:
Evolving the highly successful Can for the Cam campaign, building on environmental motivation and introducing a pledge mechanic.
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
- TTL executions: Website & pledge emails, radio, outdoor, social, display, CRM
Results:
11.5% of Cambridgeshire households visited the campaign site (16k unique visitors).
1,579 residents signed up to a water-saving pledge.
108 leaky loos fixed for free, booked by residents who checked their loo due to Yes We Cam.
32% unpromoted awareness of the campaign.
Impact:
1.36 million litres of water saved a day, July to December 2024.
After Can for the Cam and Yes We Cam, Cambridge Water now has the lowest PHC (per household consumption) of any UK water company.
