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Delivering behaviour change at a hyper-local level

This was a pilot programme for United Utilities to test the impact of a hyper-local campaign on problem behaviour - flushing and pouring the wrong things down the drain. It delivered exceptional results: sewer surveys conducted before and after the campaign showed there had been a 90% reduction in the flushing of wet wipes.

90%
reduction in the flushing of wet wipes
84%
reduction in other non-flushable items
88%
Overall reduction of ‘unflushable’ items
19%
of the local community directly engaged with through outreach work
GOLD AMEC Award winner
for most effective planning, research and evaluation of communications in the public and not-for-profit sectors
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Challenge

03

Results

“This campaign delivered exceptional results and showed the power of a hyper-local approach, working closely with a local community, to deliver measurable behaviour change. We’re now looking to adopt a similar approach in another problem area.”

Helen Roberts, Marketing Co-ordinator, United Utilities.

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