Dont Feed The Monster
Dont Feed The Monsters Social Campaign OUR OBJECTIVE Get%3A%26nbsp%3B Every West Australian %28especially in hot-spots%29 To%3A%26nbsp%3B %26nbsp%3B %26nbsp%3B %26nbsp%3B %26nbsp%3B %26nbsp%3B Stop putting wet wipes, fats, oils and food scraps and anything else that does not belong down %26nbsp%3B their toilets and drains By%3A%26nbsp%3B %26nbsp%3B %26nbsp%3B %26nbsp%3B %26nbsp%3B %26nbsp%3B Convincing them that together we can keep our community and the environment happy if we do the right thing Through%3A%26nbsp%3B A memorable long-term behaviour change idea, with the %EF%AC%82exibility to be used throughout the year, to target problem hotspots, and create ongoing dialogue. THE CREATIVE SOLUTION %E2%80%93 DON’T FEED THE MONSTER The creative objective was to develope a memorable and confronting video and accompanying image creative that will encourage sharability, action, engagement and click through to a purpose built landing page. The creative solution was Don’t Feed The Monsters, the premise being that the un-flushable%2Fdrainable problem items like Oil, Fats, Wet wipes, cotton buds, nappies etc are forming into Sink Monsters %2F Toilet Monsters that feed off these items and these Monsters are ready to take over and clog our pipes. Create messaging included lines like%3A %E2%80%9CSoap and water down the sink, paper, pee and poo down the loo. Don’t Feed The Monster%21%E2%80%9D Video content featured simulated %E2%80%98news’ footage to deliver this message, however it was the confronting images of actual sewage material that cause blockages that really resonated with audiences. RESULTS Highlights include over 34,000 visitors to the landing page, over 9%25 CTR on certain campaign audiences, over 250,000 social actions and most importantly a 16 per cent decrease in the number of wastewater blockages at Water Corporation assets between the time periods of 27 November to 31 December 2016, when the campaign was active.%26nbsp%3B Additionally, there was a further 25 per cent decline in the month of January 2017 for wastewater blockages.