Industry launches ‘The Big Upgrade’ campaign

(by Karma Loveday)

Today, Water UK and the English water companies launch a national campaign to raise awareness of the unprecedented level of investment being ploughed into water and wastewater infrastructure between 2025 and 2030, and the benefits this will bring.

‘The Big Upgrade’ campaign will use billboard, hoarding, audio, social and digital channels to bring first-of-its-kind cohesion to individual water company communications about their investment programmes.

Following an initial period of paid-for coverage, the plan is that water companies will incorporate the campaign branding, logo and messaging into the regional campaigns and promotions that they would have run anyway. The intention is that this approach will foster national and ongoing awareness of the £104bn investment programme, but with a modest upfront national advertising spend.

A website ( www.thebigupgrade.org.uk ) will provide central information — including explainer videos about water and wastewater collection, treatment and distribution processes — and link viewers to water company sites for regional and local information.