Refresh your routine campaign: Engaging Gen Z to protect our water future

Inspiring behaviour change to secure water for tomorrow

In January 2025, CCW launched the ‘Refresh your routine’ campaign with a bold goal: engage Gen Z in Birmingham to rethink everyday water use. Focused on small, meaningful behaviour changes, this pilot campaign aimed to raise awareness that water is a finite resource under threat — and that every drop saved today helps protect our planet for the future.

Why Gen Z?

Historically, the water industry has spoken primarily to current bill payers. But future customers — like Gen Z — hold the power to change habits early and build a culture of sustainability. Environmentally conscious and digitally native, this audience is open to learning how their daily routines impact the water environment.

Yet, while they care about climate change, many don’t connect their behaviours with water security. Our campaign helped bridge that gap.

Simple messages, smart media

Our campaign video

Our message

Feel-good changes that help save water and the planet.

We encouraged three easy pledges:

  • Take 4-minute showers
  • Turn off the tap while brushing teeth
  • Fill the sink instead of running water to shave

We delivered short, authentic messages on platforms where Gen Z live: Snapchat, TikTok, Spotify, YouTube, Digital billboards; and DAX audio.

Campaign assets:

  • Refresh your routine page
  • Strapline: Refresh your routine – feel good changes to help save water and our planet
  • Hashtag: #TapIntoThat

Campaign results at a glance

  • 4.89 million impressions

    across digital platforms

  • 37,355 clicks

    showing strong engagement

  • £3,500 weekly media spend

    planned and managed with agency partner Blumilk

  • Strongest performer

    Snapchat

  • Amplified reach

    through CCW’s own social media, but paid advertising drove the bulk of impressions

Learning and sharing

Following the campaign, we shared our findings with water companies at the Trust and Transparency and Leading The Way meetings. Notably, Severn Trent Water (STW) expressed strong interest in the campaign’s success and insights, especially as they plan their own Gen Z outreach on sewer misuse later this year — something we’re excited to support and amplify.

What’s next?

We’re not stopping here. CCW is collaborating again with Blumilk to develop phase two of Refresh your routine, targeted for November 2025. This next phase will:

  • Build on current messaging
  • Strengthen calls to action
  • Drive deeper engagement
  • Explore data collaboration with STW to measure long-term impact

Join us in the movement

Water is precious, and protecting it begins with small shifts. Together, we can influence behaviour, change habits, and safeguard our water resources for generations to come.

Follow and spread the word: #TapIntoThat

Learn more and access campaign materials

Refresh your routine