The people we love
An integrated public awareness campaign on waste disposal for the UK’s largest listed water business.
Our core insight was that an indifferent audience needed a big idea to make them aware of the consequences of their actions. Our initial 48sheet ‘Sewer Monster’ campaign attracted so much attention that that it received 10 minutes coverage on regional news reports.
The campaign was then rolled out as a major social media campaign featuring the exploits of a sewer monster hunter on Facebook and YouTube.
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Engage with that
United Utilities has to clear 15,000 sewer blockages every year. 70% of these blockages
are avoidable. How to get people to avoid flushing cooking oils, sanitary towels and
condoms down the toilet and kitchen sink? Now, there’s a creative challenge!
Create a stink
Origin developed an integrated creative campaign to educate and dissuade people from disposing of such items inappropriately. Working closely with leading puppet makers Mackinnon and Saunders, we created a bog monster and brought the character to life across a variety of creative executions, from outdoor to social media to an online game.
Increase the visibility
Emerging from the toilet to remind people of the consequences of their inappropriate flushing, the bog monster is as disgusting as the consequences of the actions he’s highlighting. With such a creative, attention-grabbing and grimly humourous approach, United Utilities has been able to bring an unengaging issue to light, promoting discussion and awareness among the target audience.
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Via Facebook, Twitter and videos for YouTube, we told the story of a scientist investigating a 'real' sewer monster, creating intrigue, humour and over 30,000 hits online. Not bad for an 'unengaging' issue.
