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 to encourage customers to engage with the company.

The results? We increased customer awareness of Welsh Water’s not-for-profit status by 20% over the campaign period.

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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.

So we developed a campaign that took a different path too.

Welsh Water is for all of us – including the Welsh Water team. We all rely on the water.

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Directed by Ben Liam Jones, the 2016 Welsh Water TV ad stars Welsh Water employees. Not wielding wrenches and pulling pipes, but living life. Like the rest of us.

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

Television advertising, supported by VOD, digital and social activity launched on 11 July.

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For autumn 2016, we extended the For Wales Not for Profit theme into Welsh Water’s behaviour change messaging with Let’s Stop the Block.