Case Study: Northumbrian Water Group reduces flushed wipes by 50% with Radley Yeldar’s "Bin the Wipe" campaign

Northumbrian Water Group cuts flushed wipes by 50% with Radley Yeldar

The customer, Northumbrian Water Group (NWG), faced a significant challenge with plastic wipes causing 60% of sewer blockages in their region, which led to problems in homes and the environment. The vendor, Radley Yeldar, was brought in to help solve this issue.

Radley Yeldar developed the "Bin the Wipe" campaign, which used a distinctive illustrative style and clear messaging to educate customers to dispose of wipes in the bin instead of flushing them. This campaign was deployed across NWG's digital and physical channels, reaching over 35 million people. The vendor's solution successfully drove a 50% reduction in flushed wipes across the region.

Northumbrian Water Group (NWG)