Sydney Water sings out against sink pollution in bold new campaign

Sydney Water has launched an omnichannel campaign urging Sydneysiders to rethink what they pour down the drain, transforming a public service message into a full-scale musical production.

The Save Our Sinks campaign, developed by Tag (a dentsu company), tackles the costly and environmentally damaging habit of washing fats, oils, grease, food scraps, chemicals and other waste down the sink. These so-called “FOGs” are a major cause of blockages and wastewater issues across the city.

A 60-second TV spot features a choir of singing sinks, with residents breaking into song to promote the simple rule: only water, detergent and soap should go down the drain. The light-hearted approach is designed to cut through a behaviour that Sydney Water says is “far too common” and costly for both households and the network.

“This campaign tackles a critical issue we see far too often in our wastewater network,” Elise Barker, head of brand, media and engagement at Sydney Water, said. “With bold, creative storytelling and a singing sink we’re cutting through with a clear message… I look forward to seeing how Save Our Sinks helps reshape what people pour down the drain.”

The campaign spans TV, cinema, OOH, public transport wraps, social, radio, mobile gaming and BVOD, with more than 250 creative assets produced in English and six community languages to reach culturally diverse audiences across Greater Sydney.

One of the more disruptive executions is a double-sided light rail wrap that creates the illusion of passengers stepping into a clogged pipe. Tag ANZ managing director Elena Fullerton said the agency aimed to combine humour and provocation to prompt real behaviour change.

Save Our Sinks shows how “edutainment” can drive cut-through in utility marketing, Claire Hoyles, client lead at Tag ANZ.

“This campaign marks a pinnacle moment for edutainment and we are excited to see the message launched into the world and taking over Sydney,” she said.