Only pee and poo go down the drain
Keep It Flowing
Disciplines
Direction, Development & Production
Client
Municipality of Zoetermeer
Date
September 2024
01.-
Context
A recurring blockage problem
Sewer blockages were a recurring issue in Zoetermeer. Grease, cooking oil, wet wipes and other household waste kept ending up where they did not belong, driving up maintenance costs and unnecessary clean-up work. The brief was clear: turn one simple behaviour rule into a message residents would notice, understand and remember.
02.-
Approach
Humour made the rule stick
A humour-led campaign turned a practical sewer message into content people would actually remember. Video formed the core rollout across Facebook, Instagram and YouTube, backed by outdoor placements, print and a newspaper infographic. In the city itself, a large-scale 3D street-art made the message impossible to miss.
03.-
Impact
A rule people remembered and followed
The combination of recognisable humour, repeated touchpoints and a simple rule built broader awareness of what does and does not belong in the sewer. The message stayed with residents across channels and supported more mindful everyday behaviour. Over the course of the campaign, sewer blockages in Zoetermeer decreased.
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