"Humour has the power to drive real change, especially when it meets people in everyday moments."
Sydney Water has launched the ‘Flushable Guidebook’ via It’s Friday to address a “growing crisis”.
Sydneysiders are flushing everything, but the kitchen sink down their toilets, causing blockages that cost Sydney Water $27m a year.
‘Toilet Blockers Anonymous - Flushable Guidebook’, a self-help guide continuing the momentum of the 2024 Toilet Blockers Anonymous campaign.
The guide is printed directly onto loo rolls. Each sheet delivers a humorous but educational reminder of what not to flush down the toilet, from dental floss to hair… and even golf balls. The roll ends with a final pledge to stop blocking habits for good.
“We needed a way to grab people’s attention where it matters most—literally in their bathrooms,” said Tim Barrett, Digital, marketing manager at Sydney Water.
“Blockages are expensive and entirely preventable. This campaign delivers an unforgettable reminder right where behaviour change happens.”
Vince Lagana, CCO at It’s Friday, said humour has the power to drive real change,
especially when it meets people in everyday moments.
“By turning a roll of toilet paper into a scroll of knowledge, we’re flushing out bad habits—one sheet at a time,” he said.
The campaign landed straight in bathrooms across Sydney to make the message impossible to ignore.
Plumbers across Sydney, such as @SydneyPlumberChick, hand-delivered guidebooks during real-life toilet unblocking visits.
Sydney Water hopes to flush out bad habits and keep the city’s pipes flowing freely by reaching Sydneysiders where it matters most.
Credits:
Client: Sydney Water
Elise Barker, Head of Brand, Media and Marketing
Tim Barrett, Digital Marketing Manager
Shelley Lewis, Marketing and Events Lead
Chriss Mikhael, Senior Marketing Advisor
Nick Plunkett, Digital Marketing Lead
Creative Agency: It’s Friday
Grant McAloon
Mariah Ferrer
Claudia McInerney
Neil Walshe
Benn Sutton
Photography and Videography: Adam Eden @Eden Studios
Studio Director: Rachel Lounds @Eden Studios
