For good, not for profit. Changing the way we think about our water and celebrating the purposeful mission of the UK’s only not-for-profit water company.

Insight

• We take our water for granted. We don’t think about our water company. Until something goes wrong, or the bill arrives
• But clean, fresh water is one of our most valuable natural resources
• It’s time to celebrate water and celebrate Welsh Water’s not-for-profit purpose

Idea

• For Wales – Not for Profit
• If not for profit, then what for?
• For all of us. For the future

Identity

• Campaign style guide for multiple audiences and business needs: brand building, customer consultation, customer behaviour change

Implementation

• TV and radio advertising
• Digital and social media
• Events presence
• Printed and digital collateral
• Research

Impact

• 25% increase in awareness of NFP status
• 10% increase in customer trust
• Over 20k survey responses
• Chartered Institute of Marketing’s Marketing Excellence Awards:
• Best Advertising Campaign
• Best Brand Building Campaign
• Innovation: Not-for-Profit/Public Sector