AFFINITY WATER
(2020)
Save 10 a Day
Creating a behaviour change campaign to prove the concept ahead of full roll-out (SOS: Save Our Streams).
Strategy
In St Albans District (c. 56k households), the per capita consumption (PCC) was 10 litres a day higher than the national average.
This figure became the focus of our strategy: both motivation for change and a target for people to aim for.
We created a localised integrated campaign, using out-of-home media, PR, display advertising and press to generate awareness and drive residents to GetWaterFit to sign up for free water-saving devices.
Results
770k
litres a day saved
(56,000 households)
1/3
of residents recalled the campaign; 61% started to use less water
275k
customer engagements via
social media and email
15k+
people signed up for water-saving gadgets in three months
“Working with Jane for Save10 was a fantastic experience. She brought an enormous amount of creativity and passion to the project, particularly impressive as she was asked to design and deliver the campaign from scratch in 6 weeks during a locked down pandemic environment in Summer 2020. I was also pleased at how she leveraged local connections – such as chalk artists and PTA groups – to give the campaign a truly local feel. We were so happy with the results of her work, we asked her to extend the campaign principles into a larger scale effort the following Spring. I’d highly recommend Weir to anyone in need of behavioural change support”.
VICTORIA NEVIN
- Demand Management Programme Manager, Affinity Water (at the time)
