We’re excited to welcome South Staffs Water as a new client. In the coming weeks and months, we’ll be working closely with them to develop an integrated campaign encouraging households to save water and help protect local water supplies for the future.
Mirroring the national picture, drier summers and growing demand are increasing the pressure on South Staffordshire’s water supplies. In addition, planned changes to abstraction licences are reducing the amount of water the company can take from natural sources like rivers and underground aquifers.
To combat these combined pressures, South Staffs Water is investing £702m between 2025 and 2030. The investment program will reduce leakage, protect the environment, improve water treatment works, and replace 250km of ageing water mains.
Alongside this investment program, the company wants to help its customers use water more efficiently and aims to reduce usage to pre-pandemic levels.
The challenge goes beyond awareness. People need to understand which changes they can make, why those changes matter and how their individual actions contribute to a bigger collective impact. So the brief is to make saving water feel relevant, achievable and worth doing.
Our role will span campaign strategy and concept, messaging, design, production and rollout across outdoor, print and digital channels. It’s a brief that brings together two things at the heart of Affinity’s work: understanding what matters to people and using that understanding to inspire action.
The campaign also needs to coordinate with national efforts, ensuring messaging aligns with the upcoming Ofwat Water Efficiency Campaign, expected to launch in May.
We look forward to helping South Staffs Water build lasting water-saving habits across the region.
“Affinity understood the complexities and sensitivities of the brief, combining customer insight, strategic thinking and creativity to develop a distinctive and memorable campaign.”
Natalie Akroyd – Director of Quality & Environment South Staffs Water