The Unblocktober campaign was a totally new concept for Lanes Group and we took a leap of faith with the campaign, once the concept had been outlined to us. Lanes’ CSR objectives very much revolve around education, focused around the valuable work that we do on the wastewater and drainage network and educating ‘toilet users’ that their toilet is not a bin especially for the dreaded wipe.
Couple that with how they can all help save the sewers and seas, Unblocktober has a very important environmental message. Connecting the two aspects is very important to create awareness environmentally. Our digital agency I-COM created a very focused campaign with targets and objectives on a very limited budget. Their support throughout the campaign was really important, as the campaign was very fluid developing daily.
The I-COM team were enthusiastic and also hardworking, because they also believed in the campaign objectives. The results speak for themselves. Feedback was good and the campaign received engagement with some high profile supporters who believed that the creative concept was good, so good that they really got behind it.
These stakeholders all have the same aims, objectives and messaging, so it was pleasing to see their support develop. One unified voice creates momentum, and this is exactly what Unblocktober did - using a simple hashtag #Unblocktober many organisations spoke as one voice across social media platforms.
Considering we truly did not know what to expect and how the campaign would be received, we were delighted with the results. We most certainly consider the campaign to be successful and have retained I-COM to assist us with the Unblocktober in 2020.