Shorter showers save more.
With ever-increasing demand, in the driest region in the UK, Anglian Water is always looking for innovative new ways to encourage people to use water more efficiently. Our task was to encourage a behavioural change in the amount of time people spent in the shower; less time in there saves more water, benefitting us all.
Take the pledge.
Showers are already one of the biggest drains (sorry!) on water in the home, and with an increase in luxurious, ‘rain-forest’-style models people are using them more frequently, and for longer. Getting people to change their behaviours required motivation and support, and we found asking them to make a simple ‘pledge’ more likely to result in a positive action. Tailored messaging to each audience group helped ensure sign-ups for the ‘pledge pack’ were maximised. Students were motivated by financial savings, families wanted fun together, and older couples were keen to know how they could make a difference to the environment.
Get set... shower!
‘Get, set, shower and save’ is a fun, engaging campaign instilling a sense of urgency and amusement into shower time, making it a personal race against the clock. Pledge packs contain shower timers, motivational stickers, shower caps, medals and even family leader boards. The visual identity included an infographic style with illustrated hints and tips, financial savings and the impact on the environment. A website was created for pledge sign-ups and further information. The site also helped create a sense of community, further promoted via a social media campaign. First trialled in Newmarket, the campaign was a huge success with the ongoing aim being to push it out to the entire region.