Brand purpose consultancy Given London is set to deliver a new project with Anglian Water following a successful three-way pitch. The new project aims to bring about consumer behaviour change around water usage and test new technologies and innovation being pioneered by the water company in Newmarket, the chosen by the business to pilot and develop new innovation.

Given London has been chosen as the company’s agency partner to bring to life the initiative and drive concrete consumer behaviour change in this pilot. It is hoped that the project will become a successful blueprint for consumer water saving to be rolled out nationally, saving UK consumers money while reducing their environmental impact.

Given London’s new Anglian Water project focuses on changing Newmarket residents’ water consumption over time, with a target of reducing annual water use by 30%. The project will pioneer new innovations, technologies and thinking from the water company with Given London working as a purpose partner to deliver real change on the ground among consumers.

Ben Hayman, managing partner of Given London, says, “We are really excited to deliver positive, real change for Anglian Water around consumer water usage. It is an important challenge and key to its success will be better connecting consumers’ water usage to both their household bills and the environment. Our approach is insight based, as we work closely with Anglian Water and the local community, to deliver results which can then be replicated at scale across the UK.”

Emma Staples ‎of Anglian Water says, “Given London demonstrated fresh ideas which were grounded in research – not just razzle-dazzle without substance. They understand our objectives and have a focus on hard-earned behaviour change and nudges over a sustained period of time. We look forward to working with them as a genuine extension of our in-house team.”