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Around 80% of sewer flooding incidents in the region are caused by blockages from everyday household items, wet wipes, sanitary products, and fats, oils, and grease that don’t break down once flushed or poured away.
The challenge wasn’t awareness alone. It was behaviour. These habits were deeply ingrained, happening in homes and communities across a diverse region. The campaign needed to cut through everyday noise, feel relevant to real life, and prompt people to change what they did, not just what they knew.
The messaging also had to work across multiple audiences, channels, and locations, while remaining clear, consistent, and true to the Anglian Water brand.
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A strategy-led behaviour-change campaign designed to inform, engage, and shift everyday habits at scale. The in-house work focused on creating clear, memorable messaging that people could recognise instantly and act on immediately, wherever they encountered it. Key elements included:
Behavioural insights: Reviewed regional data and previous campaign performance to identify where habits were hardest to change.
Audience segmentation: Defined practical, relatable messaging tailored to different community groups.
Creative idea: Inspired by a well-known slogan, the “Just Bin It” concept was adapted to fit the campaign context and work across social, out-of-home, partnerships, and community touchpoints.
Cross-channel consistency: Ensured messaging built familiarity over time, reinforcing behaviour change rather than one-off awareness.
Community activation: Supported rollout through partnerships to anchor the campaign in real communities.
The campaign still runs today, delivering a joined-up experience that combines clarity, approachability, education, and action.
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Work showcased includes contributions from multiple projects and partnerships. Some imagery is illustrative or created for presentation purposes. All logos and trademarks remain the property of their respective owners.
