Sydney Water has launched a new campaign aimed at breaking people's bad flushing habits - the cause of significant issues in Sydney's wastewater network.

Created by independent creative agency It's Friday, the campaign drives home the message that only three things should be flushed down the toilet: pee, poo, and toilet paper.

According to Sydney Water, 55% of Sydneysiders reportedly think it's acceptable to flush more than these '3Ps', leading to over 20,000 sewer blockages a year. The clean-up cost for these blockages is estimated at a staggering $27 million annually.

Acting Head of Brand, Media and Marketing at Sydney Water, Elise Barker, 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. The 3Ps may be simple to learn, but we needed a memorable and engaging way to encourage people to rethink their behaviour. It’s Friday’s ‘Toilet Blockers’ campaign does just that."

Launched on 26th May 2024, the campaign includes a film, social, radio, print, and PR elements, featuring a support group called 'Toilet Blockers Anonymous'.

CCO of It’s Friday, Vince Lagana, said: "The message is simple, if you flush inappropriately, you’re part of a hidden group of everyday Sydneysiders who must break their bad flushing habits before it breaks their toilet. You may not know it, but you are a Toilet Blocker. 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?"