HHNK
Less and less younsters know that flushing anything down the toilet except number 1 and 2 is very bad for the sewer system and the environment. Stuff like wet wipes, sanitary pads, tampons, condoms and frying fat get stuffed down the sink and toilet more and more. Costing governments loads of tax payer money and due to floods ending up in the environment.
HHNK
Government
To emphasize the most incorrectly flushed items, very large, inflatable versions were created. With these huge frying fat bottles, condoms, wet wipes, and sanitary pads, we produced social ads in which influencers were floating on the water during an offline activation. The pay-off: “If we didn't treat the wastewater, you would be swimming around right now amidst condoms, sanitary pads, and deep-frying fat.”
The videos were placed on the campaign page and their social accounts, and used for social ad campaigns.
To give the public more in-depth information, we also created several social explainer videos in which host Luna emphasizes the dos and don’ts once again. These were also placed on the website and HHNK’s socials, and used in the ad campaigns.
During the summer, HHNK asked Bruut to extend the campaign one more time with different content to reach the young audience a couple more times. We came up with the plan to source a group of 15 creators and send each of them an inflatable Unflushable. With the Unflushable, they were asked to create a native video fitting their own style and do something unexpected with it. And they did!
One creator took it to padel, another to their grandparents. We saw Unflushables everywhere. With paid support, the campaign reached almost the entire North Holland target audience (a penetration of 94%) with a high frequency, meaning that – on average – one person saw 3 different influencer videos within the campaign.
We reached more than 600,000 unique people and generated 1.3 million organic views across the 15 creators, making sure the upcoming generations only flush their number ones and twos down the potty.
To top it off we created a rather visual image for digital out of home (DOOH) of what could happen when you flush the wrong items down the toilet. One could say that people on the street turned up their noses at the campaign. And that was exactly what we wanted to happen.