Yorkshire was classed as being in drought in 2018. Yes, you read that right. When you combine that with the county using 95.6 billion litres of water over the summer – enough to fill over 36,000 Olympic size pools, Yorkshire Water had to apply for two drought permits. Yorkshire Water needed a smarter solution to drought, and we knew Yorkshire Water customers would be willing to help.
To avoid water bans, drought permit applications and to reduce energy use, demand and water waste objectives, we introduced Without a Drought, a modern, effective industry-challenging concept.
The messages needed to resonate with people across Yorkshire. There was no space for generic, one size fits all creative. We created down-to-earth, targeted messages, influenced by weather and location so communications made sense to our customers across every channel from OOH to paid social.
The response from customers was incredible. During the summer, Yorkshire Water saved over 6.8 billion litres of water and reducing carbon emissions (kg) by 4.8 million. This new approach to water conservation caught the attention of judges at several awards, winning Gold in the Utilities and Telecommunications category and Silver in Best use of Marketing Automation at the DMA Awards and picking up Best Sustainable / Green Campaign at the Northern Marketing Awards.