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Flush Only Toilet Paper Mass Media Campaign

Educational Video Recordings

Susan Lunt
Water Resources Extension Associate
United States
Pendleton

Team Members: Lunt, S*1, Collins, K*2, Porzelt, S*3, Calhoun, B*4, Watts, C*5, Belken, T*6, O'Shields, S*7, Sturup Comeau, E*8
  1. Water Resources Associate, Clemson Cooperative Extension, Pendleton, South Carolina, 29670
  2. Water Resources Agent, Clemson Extension, Sumter, South Carolina, 29150
  3. Water Resources Agent, Clemson Extension, Charleston, South Carolina, 29401
  4. Water Resources Agent, Clemson Extension, Charleston, South Carolina, 29401
  5. Water Resources Agent, Clemson Extension, Conway, South Carolina, 29526
  6. Water Resources Agent, Clemson Extension, Florence, South Carolina, 29505
  7. Water Resources Agent, Clemson Extension, Anderson, South Carolina, 29625
  8. Water Resources Agent, Clemson Extension, Beaufort, South Carolina, 29906

Abstract

Clemson Extension’s Carolina Clear program 2022-2023 mass media campaign focused on the prevention of sanitary sewer overflows (SSOs). SSOs can lead to degradation of water quality in local water bodies through bacteria and other forms of pollution as well as cause costly damages to infrastructure. Stormwater Consortiums across the State have identified bacteria in waterways as a pollutant of concern. Preventing flushing of non-flushable materials has been identified as a target behavior to address through education. The multi-part mass media campaign included a billboard and television commercial developed by a team of Extension agents of which I was a member.  The theme of the campaign was “Flush Only TP.”  The billboard reads “Protect Your Pipes. Flush Toilet Paper Only. Trash Everything Else.” Nineteen billboards were install led around the state through a partnership with the Outdoor Advertising Association of South Carolina.  These billboards impacts are documented with weekly views and had a combined total of over 1,899,118 totally weekly impressions in 2023 and documented through total impressions which reached over 40 million. Development of the commercial was based on feedback from regional Consortiums and the Carolina Clear Advisory Committee.  The commercial aimed to include humor, demonstrate positive behavior adoption, and share a clear message. As a result, the “angelic plumber” was created who arrives just in time to prevent a non-flushable wipe from entering the toilet.  The commercial directs viewers to visit Clemson.edu/carolinaclear. The commercial was shared on five stations and streaming services around the State and reached over 3 million viewers across South Carolina. To view the commercial visit: https://www.youtube.com/watch?v=g3_M0hj9FT0.

Supplemental Files