Ad Nut
May 27, 2024

From teeth to golf balls: What not to flush

This Sydney Water campaign is a witty take on anyone who needs a reminder that only pee, poo and paper should go down the loo.

Ad Nut has no flushing follies. Nature takes care of business. But humans? With all their gadgets and smarts they still need a lesson on what to flush.

Teeth, vapes and car keys. These are just some of the bizarre items choking Sydney’s sewers over the last year, prompting Syndey Water and its agency It’s Friday to launch a new campaign to educate people on what can go down the drain: only pee, poo and toilet paper. So, only the 3P’s. If you’re flushing anything other than the 3Ps, you have a flushing problem or as the film says, you’re a 'toilet blocker'.

‘Toilet Blockers’ is a witty and creative take on a serious problem. Alarmingly, 55% of people in Sydney still think it’s okay to flush more than the ‘3Ps’, resulting in over 20,000 sewer blockages a year, with a clean-up cost of $17 million (AU$27 million). The campaign shows a support group for toilet blockers (comedy gold!) sitting on the loo struggling with the temptation to flush inappropriate items that can clog the toilet and spike up the plumbing bill.

Sydney Water crews have attended to more than 3,699 plumbing jobs from January to April 2024 and they’ve found bizarre items like toys, vapes, face masks, tea towels, golf balls and even jewellery. Seriously, who flushes those things?

Elise Barker, acting head of brand, media and marketing at Sydney Water said, “This is a serious issue in our wastewater network and a significant problem right across Greater Sydney. We wanted to use humour to make people think twice about what they’re flushing down the toilet.

"Customer data showed men aged between 18 and 29 were the biggest culprits when it came to flushing rubbish down the loo."

Vince Lagana, CCO of It’s Friday, added: “It’s not often you get to communicate a message that’s serious but also so awkward, it’s tailor-made for comedy. We’ve had a great time bringing it to life and we’ve all learned things along the way. Like, who knew tissues shouldn’t be flushed?”

The campaign launched on May 26, 2024. It’s on film, social media, radio, and print.

So, Sydneysiders, stop being toilet blockers. Embrace the 3Ps: pee, poo, and toilet paper. Keep the sewers clean. And save Ad Nut from laughing so hard at your flushing fails that it brings tears to its eyes.


Client: Sydney Water
Creative Agency: It’s Friday
Production Company: Rabbit
Director: Craig Rasmus
Executive Producers: Lucas Jenner & Alex Hay
Producer: Marge McInnis
Casting: Danny Long
Post Production: The Editors
Sound: Squeak E. Clean Studios
Photography Production: The Pool Collective
Photographer: Ingvar Kenne
Retoucher: Mark Sterne

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