Affinity Water: Save Our Streams

Affinity Water, the UK’s largest water-only supplier, has launched the next phase of its award-winning Save Our Streams (SOS) initiative, which aims to make sustainable water usage second nature!

Affinity Water, UK, Water Supplier, SOS, Save Our Streams, Campaign
IMAGE CREDIT - Affinity Water

Affinity Water, the UK’s largest water-only supplier, has launched the next phase of its award-winning Save Our Streams (SOS) initiative, which aims to make sustainable water usage second nature.

Now in its second year, the integrated campaign is aiming to drive down individual water wastage and minimise the environmental impact on our rare chalk streams, by helping households recognise the simple steps they can take to save water, save money, and save our streams.

The Save our Streams initiative launches with a new advertising campaign which brings to life Affinity Water’s new brand mascot “Duck,” voiced by comedian Joe Wilkinson. The creative by Supernova, the7stars, is directed by Simon Willows, highly regarded in blending animated creatures and characters with live action and sees Duck journey through different rooms of a regular household, offering the family advice and handy reminders, to help them conserve water.


The campaign media, bought by the7stars, invests in highly targeted BVOD (Broadcaster Video On Demand); online video; and is supported by radio, digital display & social media, and is set to reach 97% of Affinity Water’s customers with an OTS of thirty over the six-month campaign.  Other key attention-grabbing elements of the programme, to help customers understand and give them the tools to use water more wisely, include:

  • A new digital campaign created by Catalyst featuring a new SOS hub at and bespoke water usage calculator tool to allow customers to understand their own water footprint, claim free water saving devices supported by an engaging eCRM programme
  • A PR and social media campaign working with local river and wildlife trust partners and an influential campaigner by PR agency, Golin and social creative agency, That Lot

The campaign comes at a critical time, to put water conservation front of mind for households in one of the highest water usage areas in the country, following one of the hottest summers on record, and lower-than-average rainfall being predicted by the Met Office this winter.

Lynn McCarthy, Save Our Streams Campaign Lead, Affinity Water said: “The water supply issues faced by our industry this summer has shown the need to educate, and support our customers to make water saving second nature. With customers in our area using as much as 157 litres a day on average, the Save Our Streams campaign is more important than ever. We had a great response to the programme last year, and hope that this new creative featuring Duck, will encourage even more customers to join us in reducing their water consumption even further.”

Matt Buttrick, Head of Creative Strategy at the7stars said: “This new campaign for Affinity Water, injects humour and personality into an important message. The combination of our likeable Duck voiced by the brilliantly disarming Joe Wilkinson is a great way to help the cause be noticed and adopted.”

The Save Our Streams campaign will launch through-the-line in mid-October and run until the end of March.

About Save Our Streams

The Save our Streams campaign was first launched by Affinity Water in 2021. This year’s fully integrated marketing campaign will build on the success of the campaign’s first year, which created a community of 220,000 Affinity Water customers, who signed up and committed to step change their water usage, and work with us to reduce the environmental impact on the rare local chalk streams found in our operating region.

About Affinity Water

We are committed to delivering a high-quality water service to all our customers. We provide 936 million litres of water each day to a population of more than 3.8 million people in parts of Bedfordshire, Berkshire, Buckinghamshire, Essex, Hertfordshire, Surrey, the London Boroughs of Harrow and Hillingdon and parts of the London Boroughs of Barnet, Brent, Ealing, and Enfield. We also supply water to the Tendring peninsula in Essex and the Folkestone and Dover areas of Kent.

Save our Streams is just one of the measures being delivered to ensure the long-term sustainability of water and helping protect our local environment. To date we have completed twenty restoration programmes to revitalise rivers and are running three environmental innovation projects. We are reducing abstraction from environmentally sensitive sites. Between 2015-2020 we reduced the amount we take from chalk groundwater sources by 42million litres a day.  By 2025 we will have reduced this by a further 36 million litres a day. A key operational commitment is leakage. Between 2015-2020, we beat our target and reduced leakage by 15% – one of the largest reductions in the water industry. By 2025, we are aiming to reduce leakage by 20% and we are already over halfway to meeting that goal.