Sydney Water confronts Sydneysiders’ bad flushing habits in new campaign via It’s Friday
If you’re flushing anything other than the 3Ps, you’re a Toilet Blocker. This simple message forms the basis of a new integrated campaign aimed at breaking people’s bad flushing habits for Sydney Water via agency It’s Friday
Only three things should ever be flushed down the toilet: Pee, poo, and toilet paper. But, alarmingly, 55% of Sydneysiders still think it’s okay to flush more than the ‘3Ps’, resulting in over 20,000 sewer blockages a year, with a clean-up cost of $27million.
It’s time to confront these people with a flushing truth: If you’re flushing anything other than the 3Ps, you’re a Toilet Blocker.
Framing errant flushers as Toilet Blockers, a film, social, radio, print, and PR campaign features a group of everyday Sydneysiders dealing with their incorrect flushing habits with the help of a support group called Toilet Blocker’s Anonymous.
Says Elise Barker, Acting Head of Brand, Media and Marketing at Sydney Water: “This is a serious issue in our wastewater network and a significant problem right across Greater Sydney. We wanted to use humour to make people think twice about what they’re flushing down the toilet.
“The 3Ps 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.”
Adds Vince Lagana, CCO of It’s Friday: “The message is simple, if you flush inappropriately, you’re part of a hidden group of everyday Sydneysiders who must break their bad flushing habits before it breaks their toilet. You may not know it, but you are a Toilet Blocker.
It’s not often you get to communicate a message that’s serious but also so awkward, it’s tailor-made for comedy. We’ve had a great time bringing it to life and we’ve all learned things along the way. Like, who knew tissues shouldn’t be flushed?”
Client: Sydney Water
Creative Agency: It’s Friday
Production Company: Rabbit
Director: Craig Rasmus
Executive Producers: Lucas Jenner & Alex Hay
Producer: Marge McInnis
Casting: Danny Long
Celebrity Casting: Toni Higginbotham
Post Production: The Editors
Sound: Squeak E. Clean Studios
Photography Production: The Pool Collective
Photographer: Ingvar Kenne
Retoucher: Mark Sterne
18 Comments
Fun campaign. Great cast. Great execution.
I’ve always been a sucker for a rhyming tagline (nothing wins a government pitch quite like it). But a rhyming headline AND a rhyming tagline on the same billboard? Outrageous.
Made me laugh.
As someone who has recently spent a fortune on my plumping this made me laugh as I can relate to the shame!
hehehehehehe
Great campaign… very funny!
different for government work, this is very good
Ffs yet another anonymous group execution…should have been flushed at birth
Agree that it is unexpected for government work. Executed well. Well done Vince and team
Saw this on the weekend. Very funny. Well done Vince and team
I genuinely just learned that hair is a no go in the loo. What have I been doing my whole life?!
I really hope the message works its way into culture.
Couldn’t agree more. The ol’ group therapy setting is one of the oldest and most overused advertising tropes, so please don’t waste otherwise good writing on it.
Clever creative… We see water boards all over the world, not just in Australia, calling out to stop throwing wipes down the loo. Hoping this message gets through.
Gosh there is so much shit out there.
I’m as guilty as f#€k here. Tissues and floss. I had no idea. Smart way of communicating a list of what most people think are innocent things to flush but done in an entertaining way.
Drink. Drunk. The difference is U.
I can still flush puke, right?