ABOUT

We created belief … in a national movement, for Water UK, to stop wipes choking pipes, sewers, and rivers - saving water and reducing pollution.

75% of drain blockages in the UK are caused by wet wipes.
Flushed wet wipes are a massive issue in the UK – a leading cause of the ‘fatbergs’ that choke our drains, sewers, and rivers. This costs £100 million every year to our shared system. And 90% contain some sort of plastic – not something we want in our waterways. Local water companies have deployed a spectrum of campaigns to address the issue, but this problem is national, and it called for a national approach. Water UK approached RY for a solution.

Using behavioural science to create change.
We tested local campaigns with surveys guided by behavioural science. Northumbrian Water’s Bin the Wipe campaign (which RY developed in 2020) floated to the top. It was clear, bold, and single-minded – all critical elements to shift specific behaviours. To adapt it for a national context, we rendered the creative in an unexpected, urgent red-and-black palette. A ‘journey of the wipe’ animation brought the story home – literally – with a vivid illustration of the impact of a block on homes, rivers, and sewers. And a campaign toolkit for Water companies to get on board with, are all housed on a dedicated BTW microsite.

Making an impact on social.
The campaign launches on social media in February 2023, with clear targeting to audiences we know are heavy wet wipes users. Further phases will be launched throughout the year with deeper targeting, to ensure the message hits – and behaviour shifts. We look forward to reporting back on the positive impact the Bin The Wipe campaign has had on the reduction of drain blockages in the UK.