After a sewage overflow caused by wet wipes, Tauranga City Council leapt into action. It launched a campaign that talked in a comfortable way about a private topic: what people flush down the toilet. By opening the dialogue, it got people thinking about the impact on the environment and the cost of maintaining infrastructure.
The campaign highlighted the challenges of a growing population and emerging products that can create unsustainable behaviours. The Council chose to communicate with a non-blame approach using a slogan to encourage change. A cute elephant character was used to talk about the elephant- sized problem. The character helped to broach an ‘icky’ topic via the metaphor of ‘the elephant in the room’.
The campaign focused strongly on digital marketing and included radio, bus backs, billboards, media coverage, posters, brochures and badges. Social media marketing reached 113,108 people and generated 143,426 video views.