Yarra Valley Water
Behaviour change, on a somewhat disgusting scale.
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Campaign concept
Messaging
3D character development
Animation
Digital and print
On-site activations
Campaign concept
Messaging
3D character development
Animation
Digital and print
On-site activations
Meet Lilydale’s newest resident – Fatberg.
Residing in our sewers, Fatberg is a huge, congealed clump of things we shouldn’t flush – oils, fats and most notably, wet wipes.
Yarra Valley Water approached us to develop an educational campaign around what can and can’t be flushed down the toilet, following a significant spill from burst sewer pipes in Melbourne’s east.
Yarra Valley Water
removes almost
14
tonnes of wet wipes
from the sewer system
every week
The campaign strategy embraced the underbelly – creating a Fatberg character to personify the problem and cut through to young male audiences.
The integrated campaign rolled out across social media, animated out of home, train station activations, toilet paper wraps, print media and convenience posters.
Translating the campaign to school-aged children, we created the more positive ‘flushables’ – the only three Ps you can flush: Pee, Poo and Paper. Rolled out across the same channels as their Fatberg foe – the 3Ps spoke to a younger demographic to tackle the problem and promote longer term behaviour change.
