How do you persuade a town to save water?

Anglian Water is using several towns in its region to run experiments to encourage water saving. All to prepare for a future where water scarcity will be a real issue in East Anglia. Given was challenged to design and deliver a behaviour change campaign in Newmarket to encourage people to save water. And the Smarter Drop integrated behaviour change campaign was born.

  • 9% reduction in water use, representing tens of millions of litres of water
  • A review of the project revealed 7/10 people maintained their new behaviours
  • Given were named supplier of the year by Anglian Water in 2019

The power of the purse

After a series of in-depth research experiments looking into behaviour change triggers around reducing water usage, we found that financial incentives were a clear winner.
Saving water = Saving money.

Smarter Drop campaign

Newmarket was the scene. Smarter Drop was our behaviour change campaign. The campaign used owned and paid channels to link water saving to money saving through both high-level messaging and practical day-to-today tips.

Water-saving activations

From inboxes and bus stops, to social media and Newmarket high street, our suite of behaviour change nudges got people thinking about saving water, but also about saving money.