Following revelations that irresponsible flushing habits result in Sydney Water spending $27 million annually to unclog 20,000 sewer blockages, the respected water utility has collaborated with creative agency It’s Friday to encourage mindful flushing.
The film, social, radio, print and PR campaign takes comical aim at ‘Toilet Blockers’ – those who flush items other than urine, faeces and toilet paper down the toilet and contribute to blockages. Tissues, non-flushable wet wipes, dental floss, hair, cotton buds, oil and grease, paper towels and sanitary towels should not be flushed down the drain or toilet as it results in severe blockages and threatens fauna.
Sydney Water acting head of brand, media and marketing Elise Barker says Greater Sydney’s wastewater network falling victim to severe blockages prompted Australia’s largest water utility to rely on humour to communicate the dangers of thoughtless flushing.
“We wanted to use humour to make people think twice about what they’re flushing down the toilet,” says Barker. “The 3Ps [pee, poo and paper] may be simple to learn, but we needed a memorable and engaging way to encourage people to rethink their behaviour.
“[It’s] Friday’s ‘Toilet Blockers’ campaign does just that.”
Customers and the environment bear the cost
Sydney Water removes hundreds of tonnes of bathroom products and kitchen waste from waterways every year meaning hefty costs for customers and the environment.
The aforementioned household waste items create clumps that block drains and clog wastewater pipes. For example, non-flushable wet wipes contribute to 75 percent of blockages. When non-flushable items find their way down the drain or toilet, they combine to form a hard blockage known as a “fatberg”.
Fatbergs have the potential to wreak havoc on the environment and public health, as wastewater can overflow into homes, waterways and backyards.
Learn more about the ‘Toilet Blockers’ campaign.
Sydney Water toasts new era with community-centric working space
