background the three ps
Queensland Urban Utilities supply sewarage services to more than
1.4 million people in South East Queensland
The sewerage network is designed to handle the 3 Ps:
challenges don't flush that
People are flushing things they shouldn't:
- Wet wipes (even those labelled "flushable')
- Dental Floss
- Cotton Buds
- Cotton Wool Balls
Blockages at home and at Queensland Urban Utilities
(4000 blockages in the sewerage network 2015)
Costly for Queensland rates payers
($1.5 million in sewer breaks and blockages)
objectives behaviour change
- To build community awareness of the 3 Ps (pee, poo and paper)
- To change behaviour and get people to use their bin, not their toilets, for 'non-flushable' items.
- To reduce the amount of non-flushable items being flushed down the sewerage network.
insight a roll model
The blame game doesn't work.
Consumer research revealed that people would not respond favourably to being told how to use the toilet by:
- A person
- A brand
- Or a company...
So, we decided not to use people at all
solution the rolls
Online video content series and social media campaign. Starring...
The Rolls - A family made from toilet paper rolls, versed in the 3 Ps.
Queensland Urban Utilities called for a no frills, friendly and family orientated campaign - an awkward task when discussing toilet behaviour - but not for the loveable Rolls Family.
Characters, their costumes and facial expressions were all painstakingly hand crafted by keen Khemists
We also built miniature props for The Roll's home, which was constructed by production design specialist, Adam Head (Heads up Film Services)
episodes online content
Scripted, filmed and edited in-house at Khemistry, each of the six episodes saw The Rolls help each other avoid flushing anything but the 3 Ps.
social how we roll
Episodes were shared via social media and followers on Facebook were also treated to posts from the Roll family members.
The Rolls also featured as YouTube pre-rolls (pun intended).
results on a roll
Very clever!!" "A masterpiece" "The rolls kill me" "I can relate totally!!" "Really love these posts" "tbh I love these ads" "Keep 'em coming! They're hilarious" "Clever wording!" "A good way to spread a message"
rolls season 2 an ongoing roll
Flushed with the success of the campaign, Queensland Urban Utilities has commissioned a second season of The Rolls, to be launched in mid 2017.
Season II will feature all your favourite Rolls, plus some new characters. Together they'll tackle repeat offenders and other non-flushable items in the fight for 3 Ps.
Follow The Rolls as they continue their transformative journey for SEQ's sewer network and Queensland Urban Utilities's wider marketing and communication strategy.