How on earth do you improve people’s long-term relationship with water?
That was the big question posed by Anglian Water, which manages this most precious resource in the UK’s driest and lowest-lying region. Providing the answer would take more than just a strategy to make one company more sustainable; it was about encouraging sustainable living across a whole region. We began with a single ideal: how do we get people to love every drop?
To best engage consumers and take them with us on the journey, we began with research into their attitudes to water. This informed the memorable Love Every Drop campaign and brand, which we brought to life with a strong narrative and a vibrant visual storytelling style that combined typographic, illustrative and photographic elements. This vivid and engaging approach has shaped everything from the campaign’s stakeholder manifesto to consumer-facing materials like domestic bills, advertising and vehicle livery.
Love Every Drop is a long-term vision of millions more people putting water at the heart of a new way of living. But its application on a range of campaigns has already benefited the security of the region’s water supply with a 20% reduction in water leakage, and an enormous water saving of more than 60 megalitres every day.