1. Keeping it Clear –
how Anglian Water are
leading the way in
sustainable customer
behaviour change
8 November 2011 16:00hrs

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facing change
can deeply personal can you beat language and
behaviours that have been culture barriers to help people
happening for more than adopt new behaviours when
20 years be changed? they don t need to care?

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YES!
￭ concern about blockages increased
from 69% to 100%
￭ 92% agree we have a shared
responsibility to act
￭ around 75% make an extra effort to
dispose of items appropriately
￭ blockages reduced from 3.3 per week
to 1.3 per week

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the problem
￭ 10,000 tonnes
of FOG and
unflushables in
Anglian Water
sewers at any
one time
￭ causing 15,000
blockages a year
￭ and @300 sewer
pollution incidents
￭ at an economic
cost of over
£7m a year

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our response: social marketing to change behaviour
1. understand the context 2. understand the audience
• evidence review and operative interviews and behaviour
to analyse causes, identify local hotspots • profile target groups
and learn from others
• qualitative research to
understand motivations,
benefits and barriers
and define behavioural goals
4. evaluate impact 3. develop strategy and
• quantitative pre and pilot interventions
post survey to measure • identify key messages and
changes in awareness, channels, create materials
attitudes and claimed and test in Peterborough
behaviour (200 per wave)
• analyse blockage data
5. refine and roll out
learn from what has
worked well and roll
out regionally

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using the sewer as a bin
what goes down there: where some of it comes from:

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identifying the causes
quantitative survey Plasters And Bandages
among 200 domestic Condoms
Cotton Buds
customers shows: Nappies
￭ 8 in 10 flushing Household Cleaning Wipes
tampons every time Personal Cleansing Wipes
or most times Panty Liners
Tampon applicators
￭ around 60% flushing Tampons
wipes and sanitary Sanitary Towels
towels at least Milk, shakes, yoghurts or smoothies
sometimes Soups, sauces or gravy
￭ 8 in 10 disposing of Used cooking oil
FOG from food waste 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
down the sink, toilet Every time Most times Sometimes Never
or drain every time or
most times
source: quantitative customer survey in street:
base 241 June 2011

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understanding audiences
domestic food service establishments
analysis of wipes and san-pro consumers analysis of local blockage data showed
identified two key groups: hotspots around:
￭ mums aged 25-34 with babies and toddlers ￭ independents – restaurants, takeaways, cafes
￭ mums aged 35-45 with teenage daughters ￭ national chains – fast food outlets, pub
￭ engaged through 6 focus groups and 1-1 restaurants, supermarket rotisseries
interviews with teenage girls and mums ￭ engaged through 10 interviews with national
chains, visits to 25 independents and 6 depth
immersion sessions to observe behaviour

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spontaneous associations with blocked drains...
sewage Drain un-blocker
Pipes Toilet waste Sludge
Dirty water
Water bills
Dirt
Smelly Dyno-rod
Blockage Rats Disease
Plungers
bad cost poor having to get
smell hygiene hands dirty!

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decisions are based on:
“anything you think
assumptions won’t disintegrate I won’t
￭ a consistent lack of knowledge about what should put down, but everything
not be flushed or poured leads to assumptions else is fair game.”
￭ “disposable” sanpro is interpreted as flushable (older C2DE mums)
habitual norms
￭ behaviour is habitual and flushing/pouring
becomes the norm experience
￭ if an item has not caused any problems “you don’t want to put
in the past, there is no reason to stop beliefs things that are really runny
in the bin, it’ll probably leak
￭ perceptions of hygiene: many feel that all over the floor when you
flushing san-pro items is more hygienic go to take it out!”
than the bin (at home) and most don’t want
to touch san-pro bins (in public places) (younger BC1 mums)
￭ perceptions of consistency: if an item is
considered 'runny', it is easier to pour it away
“if it’s liquefied then it
will go down the sink.”
(older C2DE mums)

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motivation analysis: consumers
easy to act:
reason: I know what to put in the bin and
these kinds of blockages what can go down the sink or loo
happen near me
control: personal benefit:
it s my choice it avoids the risk of smells, embarrassment,
cost, time, inconvenience and getting my
social proof: hands dirty
people like me commitment:
are acting this is like my commitment to recycling
probability
of attention emotion:
it helps the water flow so I can use it
again because I need it and love it
probability of action

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FSE stakeholder sample
mixture of local independent cafes, takeaways & restaurants
& national chains…

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understanding behaviour: FSEs
all had recent experience of blockages – caused by toilets, not FOG
independents chains
￭ blockages fixed at the owners expense – ￭ less worried about blockages – no fear of
costly and disruptive to business cost as maintenance team will sort it out
￭ high levels of concern among those ￭ feel powerless to control staff :
experiencing frequent blockages “I can't physically monitor all the sinks
- "I don't know how to deal with it really” all day long and police what is and isn’t
put down them”
- “we have been constantly plagued
with blockages, causing us to close ￭ “the maintenance is already in place
several times” and being paid for, it's just a matter
of calling them to unblock any drains/
￭ all aware that blocked drains are unhygienic sinks etc…”
- “can get you shut down by the EHO”
￭ even if we have to close “it isn't really very
￭ one regularly rodded his own drain – costly and the situation is usually sorted
a preventative approach driven by fear very quickly, so we aren't closed for very
long…”

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motivation analysis: FSE
easy to act:
I know what to put in the bin and
what can go down the sink or loo
and how to get my oils collected
personal benefit:
control: it avoids the risk of smells
I have all I need and lost business
to act
probability social proof:
of attention others like me are doing it
fear of loss:
risk of a fine
sense of identity:
this is the kind of responsible
thing we do
probability of action

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developed programme strategy from recommendations
raise
awareness of Stakeholder/media/opinion former engagement * establish Zero
Waste policy
the problem
Launch (media/stakeholder)
FSE Consumer Reframing strategy
create a
personal
conviction of Awareness
Rolling awareness
the need to act
(re-framing waste water
and keeping people in
Community outreach Community outreach Opinion former
touch with progress)
and ownership and ownership engagement area by area
make
it easy Easy to act Easy to act World beneath
to act/create communications communications our feet
communities (inc microsite) (inc microsite) communications
of interest
Free collection (Free) hygiene bags etc Responsibility deal
measure
and reinforce Evaluation

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Peterborough: two key areas
Stanground
Central (3000+ households )
(3000+ households)

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Video can be viewed at: http://www.youtube.com/LoveEveryDrop

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domestic customer: key results
we all share responsibility 52%
for reducing blockages
92%
customers concerned 69%
about blockages
100%
customers making an extra effort 51%
to dispose of waste appropriately
72%
customers claiming to 25%
never flush panty liners
60%
pre campaign post campaign
domestic source: quantitative customer survey in
street :base 226 pre 241 post March – June 2011
FSE : source 56 and 52 smae timing

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food service establishments: key results
customers claiming they scrape 73%
plates before washing
98%
customers claiming they use 38%
sink strainers all the time
64%
customers claiming they 60%
use sanitary protection signs
in their loos 73%
pre campaign post campaign
domestic source: quantitative customer survey in
street :base 226 pre 241 post March – June 2011
FSE : source 56 and 52 smae timing

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reducing blockages in the targeted pilot areas
blockages down from:
■ 3.3 per week pre pilot
■ 1.3 per week during and post pilot
■ seen consecutive weeks with no blockages for the first time this year
blockages

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Video can be viewed at: http://www.youtube.com/CorporateCultureLtd

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a parting thought…

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business provides the life support of nations…
water transport
fuel
roads drink clothes
medicine energy
food homes
information technology

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as more businesses get that achieving long-term success
tomorrow, means helping customers act today to…
eat well recycle more
save energy save water
collaborate more
waste less move more
help others
use sustainable transport

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…and the signs from business leaders are good…
consumer use of our products accounts for
68% of our greenhouse gas emissions…
consumer action is a lot less expensive
than technology, and a lot quicker to take
effect than legislation… the business
benefits from (helping consumers
act)… are not soft ones about
reputation or image. They are
hard measures of growth and
margin improvement.
Paul Polman, CEO Unilever

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…then corporate social marketing can help
change the world…