Sydney Water has introduced a fun and clever solution to a growing problem in Sydney: the habit of flushing things down the toilet that shouldn’t be there. The new campaign, ‘Toilet Blockers Anonymous – Flushable Guidebook’, tackles this issue directly in the places where it happens most – the bathroom.
The campaign was created in partnership with eco-friendly toilet paper brand Who Gives A Crap. The Flushable Guidebook is printed directly onto toilet paper rolls, each sheet offering a humorous reminder of things not to flush, from dental floss to golf balls. At the end of the roll, users are encouraged to pledge to stop flushing harmful items and change their habits for good.
Why is this campaign needed? Sydney Water spends around $27 million every year fixing blocked toilets caused by people flushing everything but the “three Ps” — pee, poo, and toilet paper. Despite past reminders, 55% of Sydneysiders still flush things like wet wipes, tissues, and even toys down their toilets, leading to over 20,000 blockages annually.
To make sure this message hits home, the campaign took it a step further by involving plumber influencers like @SydneyPlumberChick, who hand-delivered the guidebooks to people during real-life toilet unblocking visits. This personal approach ensures that the message gets across in the most impactful way.
Sydney Water’s digital marketing manager, Tim Barrett, explained that this campaign is all about getting people’s attention where it matters most—right in their bathrooms. The goal is to change habits by reminding people how expensive and avoidable these blockages are.
Vince Lagana, CCO at It’s Friday, added that humor is a powerful tool in driving real change. By turning toilet paper into a scroll of knowledge, the campaign is hoping to “flush out bad habits” one sheet at a time.
Through this playful yet informative campaign, Sydney Water aims to reduce unnecessary blockages and keep the city’s pipes running smoothly.
Credits:
Client: Sydney Water
Elise Barker, Head of Brand, Media and Marketing
Tim Barrett, Digital Marketing Manager
Shelley Lewis, Marketing and Events Lead
Chriss Mikhael, Senior Marketing Advisor
Nick Plunkett, Digital Marketing Lead
Creative Agency: It’s Friday
Grant McAloon
Mariah Ferrer
Claudia McInerney
Neil Walshe
Benn Sutton
Photography and Videography: Adam Eden @Eden Studios
Studio Director: Rachel Lounds @Eden Studios
