Yorkshire Water wished to build upon their Corporate Social Responsibility programme and approached Lamerton Swales to develop a campaign that repositioned tap waters' role in health.
The project began in 2002, and was part of the successful campaign to make drinking water a mandatory requirement in schools by 2007. Dehydration and a lack of accessible, palatable drinking water in schools was an increasing problem, causing urinary tract infections , a rise in diabetes, headaches, irritability, low concentration and poor performance.
Primary and Secondary research, interviews, focus groups, health community consultation
Steering group recruitment and stakeholder engagement activity
Schools engagement programme with
4-7 yrs olds
Outreach programme and
Press, Public Relations and lobbying
Healthy Schools Programme, Health Protection Agency, 5-a-day, Health Development Agency, Community Dieticians, Youth Sport Trust, Leeds Teaching Hospital, local schools, ERICS (Childhood Continence Resources), and Kidney UK.
Cool Schools, a creative behaviour change campaign, was developed to sit alongside the existing CSR strategy;
Water became the 2nd drink of choice in primary school children in Yorkshire. Parents and teachers noticed an improvement in concentration, energy levels and behaviour. Since 2002, Yorkshire Water has donated 1400 mains fed water coolers to primary schools across the region. The campaign played a pivotal role in the introduction of drinking water as a Healthy School Standard in 2006, and mandatory drinking water provision in 2007.