Case Study: Water UK stops wipes blocking pipes with Radley Yeldar

Water UK boosts awareness with Radley Yeldar, reaching 17 million citizens

Water UK, the national body representing the UK water industry, faced the significant national challenge of wet wipes causing drain blockages and pollution. These wipes were responsible for 75% of UK drain blockages, costing £100 million annually. They approached vendor Radley Yeldar to develop a national campaign to change consumer behavior and stop the flushing of wipes.

Radley Yeldar developed the "Bin the Wipe" campaign, adapting a successful local approach for a national audience using bold creative work and a behavioral science-led strategy. This included a microsite and an animated "journey of the wipe" video to clearly illustrate the problem. The campaign achieved exceptional results, garnering over 41 million social media impressions and reaching 17 million people. Its video was viewed over 2 million times, and link clicks significantly exceeded targets by 80% on Meta and 620% on Twitter.

Water UK