Welsh Water - Brand Development

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Challenge

Welsh Water is the UK’s only not for profit water company. But not a lot of people know that. Those that do, trust the company to do the right thing.

Welsh Water asked Heavenly to help bring not-for-profit to life and encourage customers to engage with the company.

The results? We’ve increased customer awareness of Welsh Water’s not-for-profit status by 24%.

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Insight

What does not-for-profit really mean? It creates a warmish feeling, certainly. But it begs the question: if not for profit, then what for?

Not constrained by the short-term demands of faceless shareholders, Welsh Water can look to the future and truly be the guardians of Wales’ most valuable natural resource.

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If not for profit, then for living.

If not for profit then for all of us.

If not for profit, then for Wales.

Welsh Water. For Wales. Not for Profit.

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Execution

Welsh Water chooses a different path. As a not-for-profit organisation, it believes in doing things in its own way, in a model that’s manifestly different from that adopted by other players in the sector.

Our campaigns take a different path too. We like people, not pipes.

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For Wales. Not for Profit was unveiled to Welsh politicians in July 2016 at receptions at Westminster and the Senedd, home of the Welsh Assembly.

The campaign continues to evolve. New chapters in the Welsh Water story will be unveiled in 2018.

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