Given London secures Anglian Water project in UK

Brand purpose consultancy Given London has secured a project from UK’s Anglian Water, which aims to bring about consumer behaviour change around water usage.

Given London was selected for the project following a three-way pitch which involved new as well as incumbent agencies.

As part of the project, new technologies will be tested by Anglian Water in Newmarket town, where the business plans to pilot and develop new innovation.

Given London managing partner Ben Hayman said: “It is an important challenge and key to its success will be better connecting consumers’ water usage to both their household bills and the environment.

“Our approach is insight based, as we work closely with Anglian Water and the local community, to deliver results which can then be replicated at scale across the UK.”

As an agency partner for Anglian Water, Given London will bring to life the initiative and drive consumer behaviour change in this pilot.

The project is expected to become a blueprint for consumer water saving which could be rolled out across the UK.

The focus of Given London’s new project is on changing Newmarket residents’ water consumption over time and is aimed at reducing their water use by 30% a year.

Given London has already carried out insight work with the residents so as to understand their current behaviours and motivations.