Sydneysiders urged to confront their bad flushing habits in latest Sydney Water campaign

A new Sydney Water campaign via It’s Friday is encouraging Sydney residents to be mindful of what they flush down the toilet. 

The campaign runs across various formats, including a 60-second light-hearted video featuring a group of people at a ‘Toilet Blockers Anonymous’ support group meeting coming clean about their bad toilet habits. 

Sydney Water is reminding people that only three things should ever be flushed down the toilet: pee, poo, and toilet paper (also known as the 3Ps).  

According to Sydney Water, only 55% of Sydneysiders still think it’s okay to flush more than the 3Ps, resulting in over 20,000 sewer blockages a year, with a clean-up cost of $27million.

Elise Barker, acting head of brand, media and marketing at Sydney Water, said they wanted to use humour to make people think twice about what they’re flushing down the toilet. 

“This is a serious issue in our wastewater network and a significant problem right across Greater Sydney,” she said. 

“The 3Ps may be simple to learn, but we needed a memorable and engaging way to encourage people to rethink their behaviour. It’s Friday’s Toilet Blockers campaign does just that.”

In addition to film, the campaign will roll out across social, radio, print, and PR campaign features a group of everyday Sydneysiders dealing with their incorrect flushing habits.

Vince Lagana, CCO of It’s Friday, added: “The message is simple – if you flush inappropriately, you’re part of a hidden group of everyday Sydneysiders who must break their bad flushing habits before it breaks their toilet. You may not know it, but you are a Toilet Blocker.”

It’s not often you get to communicate a message that’s serious but also so awkward, it’s tailor-made for comedy. We’ve had a great time bringing it to lifeand we’ve all learned things along the way. Like, who knew tissues shouldn’t be flushed?”

Client: Sydney Water

Creative agency: It’s Friday
Production company: Rabbit
Director: Craig Rasmus
Executive producers: Lucas Jenner & Alex Hay
Producer: Marge McInnis
Casting: Danny Long
Post production: The Editors
Sound: Squeak E. Clean Studios
Photography production: The Pool Collective
Photographer: Ingvar Kenne
Retoucher: Mark Sterne


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