When Severn Trent water said they wanted to get people to 're-evaluate' their relationship with water, they meant really to get people to use less of it. Most people probably don't waste water on purpose but they simply don't know how much water they are wasting. This campaign highlighted to people in a relatable and quantifiable way how much estimated water is wasted in certain ways.
I created a temporary brand of bottled water (recyclable bottle) filled with Severn Trent tap water to be handed out at events and other prominent locations.
By doing this we were handing out a tangible product with a message and measurement that people could physically relate to.
This also gave the tap water a premium feel that people are less likely to waste in the future. This was backed up by a print campaign a water saving website and a quarterly magazine.