Flushed wet wipes are a massive issue in the UK – a leading cause of the ‘fatbergs’ that choke our drains, sewers, and rivers. This costs £100 million every year to our shared system. And 90% contain some sort of plastic – not something we want in our waterways. Local water companies have deployed a spectrum of campaigns to address the issue, but this problem is national, and it called for a national approach. Water UK approached RY for a solution.
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","darkMode":false},{"type":"media-item","alignRight":false,"isAnimated":false,"fullWidth":false,"video":{"provider":"hosted","id":"/media/mxxnfuyc/water_uk_-_journey_of_the_wipe-original.mp4","configuration":{"autoplay":false,"loop":false,"controls":true,"mute":false,"customAspectRatio":""},"poster":{"src":{"mobile":"/media/aybh5mvm/btw_bins.jpg?width=600&height=337&format=webp&quality=100&v=1d993a3d4083400","tablet":"/media/aybh5mvm/btw_bins.jpg?width=900&height=506&format=webp&quality=100&v=1d993a3d4083400","desktop":"/media/aybh5mvm/btw_bins.jpg?width=1540&height=866&format=webp&quality=100&v=1d993a3d4083400"},"alt":"Illustration of 3 bins ","customCursor":null},"customAspectRatio":"","customCursor":{"icon":"play-icon-light","text":"Play film"}},"mediaType":"video","darkMode":false,"darkModeHalf":false},{"type":"side-text","header":"A flood of positive impact on social","text":"The first burst of the campaign, launched in February 2023, has massively
outperformed targets, exceeding expectations for a broad-based awareness campaign. Across all social channels, we achieved more than 41 million impressions and reached 17 million citizens. The ‘journey of the wipe’ video was viewed more than 2 million times. And link clicks beat targets by 80% on Meta, and 620% (!) on Twitter – unheard of performance for an awareness campaign, and testament to the bold simplicity of the approach.
\n
The film was a finalist both at the New York Festivals and Evcom London Live and Film Awards, and won Silver at the Evcom Clarion Awards in the Film Innovation catefory
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","customCursor":null}},{"title":"WRAP","href":"https://app-rycomv2-qa.azurewebsites.net/work/wrap/helping-wales-become-the-best-recycler-on-the-planet","image":{"src":{"mobile":"/media/q3vmtvxy/16-9_1440x820_dual_language_hero.jpg?width=600&height=337&format=webp&quality=100&v=1d91071e7aa8040","tablet":"/media/q3vmtvxy/16-9_1440x820_dual_language_hero.jpg?width=900&height=506&format=webp&quality=100&v=1d91071e7aa8040","desktop":"/media/q3vmtvxy/16-9_1440x820_dual_language_hero.jpg?width=1540&height=866&format=webp&quality=100&v=1d91071e7aa8040"},"alt":"The poster for the campaign 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