“Dear neighbor, walking in heels while you were removed with towels was not a good idea. Then throw them to the WC, either.”
This is one of the messages that are expressed in the “often Paper” campaign, promoted by Aigües d’Alx, to raise awareness about the consequences of discarding wet wipes by the toilet.
Inspired by the direct and daily language of the improvised posters that are usually found in elevators, portals or common areas of buildings, the campaign reproduces that aesthetic of the grid and marker to address a problem as common as expensive: the collapse of the sanitation systems due to the improper use of the wipes.
In 2023, 260 tons of wipes from the Sanitation Network of Elche were removed
According to data from the company itself, in 2023, 260 tons of wipes from the Elche sanitation network were withdrawn. This habit generates an overrun of 1 million euros per year for the city and about 350 euros per community of neighbors. The wipes, although many containers ensure that they are biodegradable, do not decompose easily and end up obstructing pipes, pumping stations and purification infrastructure.
In addition to the economic cost, the environmental impact is equally worrying. These wipes end up in the Vinalopó River and in the Mediterranean Sea, contributing to the contamination of aquatic ecosystems and increasing the volume of waste that takes more than 100 years to degrade.
The awareness campaign opts for a close, direct and recognizable approach. The message is launched in the same code and tone that neighbors use when they want to denounce uncivic behaviors in their communities: high music, anchoring butts, morning heels or poorly parked cars. Now, to that list is added by throwing wipes to the toilet.
Often Papelón has been developed by the Yeriano agency, and unfolds in different formats: physical posters for neighboring communities, spots for local television, radio wedges, digital banners or contents in social networks, both in Spanish and in Valencian.
The campaign has been devised by the creative director Juanan García, with production by AT.
With this action, Aigües d’Alx reinforces his commitment to sustainability, betting on close creativity that appeals directly to the citizen. As you remember from the company, “The problem starts at home”but it can also be resolved there.
