Save Our Streams sets out standpoint with stand ups, streaming and a stand
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QI host Sandi Toksvig is thought to have claimed a very unique ‘world first’ after headlining a stand-up comedy gig from within a stream.
Stand-up for Our Streams was a milestone event in Affinity Water’s new integrated campaign SOS: Save Our Streams, through which the UK’s largest water-only supplier is urging the public to address water-wasting behaviours and work together to protect the UK’s precious chalk streams. Aiming to reach audiences both regionally and nationally, Affinity Water commissioned the campaign to address unsustainable levels of water use – its customers use 9% (13 litres) more water per person per day than the national average.[1]
From the River Chess on Monday 17th May, Sandi headlined a one-off comedy gig in front of a live audience. The show was compered by comedian Mark Watson, with support from Eshaan Akbar and Helen Arney. Standing in front of a custom-built fully lit sign, all four comedians performed exclusive new material for Affinity Water, riffing on water-wasting behaviours. Taking place on the exact day lockdown restrictions in England eased, the event was one of the first live gigs for the comedians in over a year since the pandemic began.
The stand-up show was conceived by integrated communications agency Pier Marketing for Affinity Water, and was brought to life with events agency Hopper Events, comedy producers Mighty Bunny and social creative agency, That Lot, who delivered the filming and production. Collectively the agencies delivered a Covid-safe event to a small invited audience of 30, creating content for PR and social media.
The campaign is part of a drive by Affinity Water to achieve significant customer behaviour change. The campaign aims to reduce overall water use by 21 million litres every day, as well as tangibly increase awareness for a brand only conceived in 2014. Communications will drive consumers to the bespoke website SaveOurStreams.co.uk, created by digital marketing agency Novacom, where customers are able to gain access to their exact household water usage stats and tailored advice, provided by Save Water Save Money’s water efficiency tool GetWaterFit.
Jane Bellard, SOS Campaign Project Lead at Affinity Water, commented: “Stand-up for Our Streams has been a fantastic, innovative way for us to highlight this major environmental issue facing the UK. We always knew we wanted to do something unexpected for our industry, and this has exactly the impact we were after. Huge thanks to our comedians for being great sports and helping us drive home the message that we all need to waste less water, so we can save our streams.”
Sandi Toksvig comments: “In my 40-year career I can honestly say I never thought I would be telling jokes standing in a river, but what a fantastic way to draw attention to this extremely important issue – and what a stunning location.”
The platform SOS: Save Our Streams and wider campaign was led by purpose consultancy Revolt. The campaign taps into a quintessentially British sense of humour throughout its components to raise awareness for this serious issue. Underpinned by a bespoke campaign identity featuring typography created using Lino printing, the media plan will be rolled out extensively across print, out-of-home and radio throughout Affinity Water’s region.
The campaign is further bolstered by an experiential roadshow. A 10,000 litre custom-built and functioning bath tub is touring eight towns in Affinity Water’s region – Watford, St Alban’s, Harlow, Hitchin, Woking, Hemel Hempstead, Harrow and Staines. Delivered by Hopper Events and Pier Marketing, the prop, 125 times bigger than a normal bath, is designed to educate customers about water waste and drive them to sign-up on the campaign website.
Other significant contributors to the campaign include media buying and planning agency the7stars and word of mouth agency Grapeviners.
Footage of the unique Stand-up for Our Streams performances can be viewed at SaveOurStreams.co.uk.
