Name: New Word Order
Address: 205 Juliette Street, Greenslopes, Brisbane, 4120, Australia
Telephone: 07 3334 8340
Price range: $

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What's a No. 3?

What's a No. 3? Anything that shouldn't go down the loo.

The playful No. 3 concept brings Queenslanders face-to-face with their flushing habits in a fun and relatable way. We set out to capture the attention of kids and adults with an innovative and integrated campaign that featured interactive and creative design, animation, illustration, merchandise and video.

Strategy Campaign Behaviour change Engagement Energy, mining and technology Video

Challenge

Water and waste treatment are essential services and flushing the wrong items down the toilet costs Queensland Urban Utilities $200 million every year.

Urban Utilities asked us to think of an original, creative campaign idea that would resonate with Queensland families. Our solution was the No. 3 campaign.

Strategy

So, what's a No. 3? It's anything that shouldn’t go down the loo. Talking about our toilet habits is never comfortable. To navigate our way around the taboo topic, our creative team used humour to influence the bright, quirky look and feel of the entire campaign.

The playful No. 3 concept brings Queenslanders face-to-face with their flushing habits in a fun and relatable way.

Urban Utilities poster reading: 'what do U do in the loo?'

Result

The campaign reached 29,790 people in its first month, and we quickly saw signs of behaviour change.

According to independent market research, 50% of people will no longer flush wet wipes, 48% of people will no longer flush tampons, 47% will no longer flush condoms and 45% will no longer flush cotton buds as a result of seeing this campaign.