Make one change.
Working with Southern Water for a mass awareness behaviour change campaign to encourage water-saving
Role: Messaging & Campaign narrative, Strategic & Creative Direction across all mediums including TV | OOH | Digital | Programmatic | Social | Print| Radio
Background
Southern Water collaborated with us to develop their water-saving awareness campaign. This multi-channel behavioral change initiative was crucial to achieving Southern Water's broader organizational objective.
The South East of England faced official water stress. Climate change, including heatwaves, droughts, and torrential rain (some of which ran off hard surfaces into the sewer system instead of recharging natural water sources), significantly affected water availability. Coupled with a growing population and increased water demand, the region was projected to face a water deficit by 2030, requiring over 50 million liters per day to meet demand.
To address this challenge, Southern Water implemented strategies such as reducing leakage in their network, constructing new reservoirs and water transfer pipelines, and introducing alternative water supplies like water recycling. However, these efforts alone would not suffice. The sustainable and cost-effective approach involved encouraging everyone to view water as a precious resource and reduce consumption. The T100 initiative aimed to create a water-efficient consumer culture, targeting a reduction in water consumption to 100 liters per day by 2045.
Campaign objectives:
Behaviour Change: Drive behaviour change among customers to achieve a reduction in water consumption through effective customer communications
Awareness: Build awareness of water scarcity and the importance of using water wisely
Targeted Approach: Focus on specific customer segments to maximise benefits (reduction in consumption) in water-stressed areas
Measurement and Evaluation: Enable campaign effectiveness measurement and inform future campaigns
Alignment: Support business-wide alignment in customer communications through regular newsletters and direct mail
Reputation Management: Share with customers Southern Water's efforts to drive water efficiency
Approach
Engage
We initiated dialogues with customers, emphasising issues related to consumption and scarcity. Regular contact ensured that customers remained informed and connected to the campaign.
Explain
We emphasised the reasons for action, helping customers understand the steps they could take to contribute. Clear explanations empowered them to make informed choices.
Assist
We highlighted various ways customers could help, emphasising potential savings in liters and pounds (£). By providing practical guidance, we encouraged active participation.
Re-energise the Conversation
To drive behaviour change effectively, we made the campaign easy to understand and engaging. Speaking the language of our audience, we highlighted the personal benefits of water conservation. Balancing the desire for improvement with the realities of everyday life, we presented a positive and confident message.
Anchor to the Customer Promise
This campaign was anchored in a robust Customer Promise, backed by substantial financial investment. Southern Water proactively addressed current and future challenges, appreciating the insights and time contributed by the community.
Investing in the Future
Southern Water’s £7.8 billion plan for 2025 to 2030 demonstrates their commitment to improving services, enhancing the environment, and supporting vulnerable communities. This investment, double their current program, positions them as leaders in securing water supply for future generations while protecting the environment.
Over 25,000 customers dedicated more than 8,000 hours to share their thoughts and perspectives, shaping Southern Water’s collaborative and customer-centric business plan.
The Narrative: Make one change
The Make One Change campaign encourages individuals to take a simple yet powerful step toward a positive impact. People can contribute significantly to a more sustainable and healthier world by making just one small change in their daily lives.
Key Messages:
Simplicity: The campaign emphasises simplicity. It’s not about grand gestures or complex strategies; it’s about achievable actions that anyone can incorporate into their routine.
Memorability: The message is easy to remember. A single change can stick in our minds and inspire consistent behaviour.
Small action = Big Impact: Despite its simplicity, one change can ripple outward, affecting our environment, communities, and well-being.
One small change today can create a better tomorrow. Whether it’s reducing plastic use, conserving water, or supporting local businesses, every action matters. Our aim was to encourage the audience to join forces and make these small changes together.
