Page 1

THE
TAP
WATER
INITIATIVE

An
advertising
campaign
to
promote
a
ban
on
the sale
of
bottled
still
water
in
a
town
in
Ireland.


THE
TAP
WATER
INITIATIVE

The
People
of
Leixlip,
Co.
Kildare
in
Ireland
have
chosen
to
ban
the
sale
of
still
bottled
water within
the
limits
of
their
town.
This
is
a
proposal
of
how
the
plan
should
be
advertised
before
 implementation.
This
is
a
four
phase
campaign
beginning
locally
then
moving
nationally.


The
Leixlip
Tap
Water
Initiative
 Government
Proposal THE
TAP
WATER
INITIATIVE

The
recent
public
water
scares
in
Ireland
have
increased
the
sales
of
bottled
water ten
fold.
This
is
bad
for
the
environment
and
also
for
the
reputation
of
our
country’s water
supply.
Leixlip’s
water
treatment
plant
is
one
of
the
largest
and
most
successful of
its
kind
in
Ireland
which
produces
quality
drinking
water
above
EU
standards.
Leixlip wants
to
take
action
against
our
ridiculous
pollution
from
unnecessary
plastic
bottles and
three
of
our
bottled
water
suppliers
have
been
using
public
sources
for
their
supplies
 which
means
the
public
are
paying
for
their
own
water.
This
is
a
perfect
opportunity
for
 the
Irish
government
to
instil
confidence
back
into
its
public
water
supply.
Our
campaign The
Leixlip
Tap
Water
Initiative
is
our
aim
to
use
our
local
resources.



Location


Leixlip,
Co.
Kildare,
Ireland. The
waterworks
supply
over
200,000
homes
in
Kildare
and
the
greater
Dublin
areas



Phase
One
-
Local
 This
will
involve
a
campaign
within
the
local
newspaper
‘The
Liffey
Champion’
 beginning
six
weeks
prior
to
the
ban
implementation
allowing
plenty
of
time
 for
the
public
to
become
accustomed.
Other
ads
can
be
seen
on
a
larger
scale
 on
the
following
pages.

The Liffey Champion


Poster
Two


THE
TAP
WATER
INITIATIVE


Poster
Three


THE
TAP
WATER
INITIATIVE

Mums
and
Dads,
just
when
you
thought
the
bottle
feed
was
over... happily
this
one
doesn’t
involve
nights
though.


Direct
Mail
Strategy
-
Phase
Two
 After
week
three
of
the
local
paper
ads
there
will
be
a
direct mail
promotion
incorporating
a
green
refillable
plastic
bottle
 for
each
resident
of
the
town
and
a
letter
inside
with
all
the relevant
information
of
the
ban
eg.
website
and
contact details
for
their
needs.
This
will
take
place
over
one
night
 and
all
bottles
will
be
on
doorsteps
on
the
same
morning. Posters
will
be
visible
throughout
the
town
on
the
same day
appearing
on
bus
stops
and
in
businesses.

The
bottle
is
made
from
safely
refillable
plastic
and
 comes
at
a
fraction
of
the
cost
of
its
stainless
steel
 equivalent.


Direct
Mail
Strategy
-
Morning
Doorstep
View


THE
TAP
WATER
INITIATIVE


Message
in
a
bottle

THE
TAP
WATER
INITIATIVE

In
Leixlip
our

tap
water
greatly
 exceeds
EU
guidelines. Major
water
companies
have sourced
their
water
from
public supplies
without
our
knowledge. Leixlip
has
taken
action.

Dear Householder, Welcome to The Leixlip Tap Water Initiative. As you are already aware we have one of the country’s most successful water treatment plants here at Leixlip, a fact that we can be very proud of. We supply thousands of homes in Kildare and the greater Dublin area with clean drinking water at a standard greater than most of our European neighbours. Last year we spent €205,000,000 on bottled water in Ireland. That was 193,000,000 litres of water creating waste from packaging ie. plastic bottles entering our landfills and the endless amounts of fuel polluting the very air we breathe. It is estimated that the production and delivery of a single bottle of water is equivalent to driving a car for 1km. Three of our own bottled water companies have been taking their water supplies from public sources without telling their customers. This shows that they are making quick money, and lots of it by taking our own product and selling it back to us at a cost of up to 800 times greater. Leixlip is taking action. We as a community have decided to tackle this problem by banning the sale of still bottled water in our town. We don’t need to pollute our landfills with millions of plastic bottles any longer. Each resident has been given One Green Bottle free of charge, which is safely refillable at any of our water fonts situated in local businesses and throughout our town. These fonts will provide free filtered tap water which is the cleanest, purest form of water available to drink. Our water is already perfectly drinkable, exceeding EU guidelines so there is no need for a home filter however, if this is a concern for you, the government in partnership with The Clean Water Company are subsidising home filtratrion systems available to residents within the Leixlip area. These will be installed on a pay monthly system and available to all households upon request. For further information please visit us online at www.onegreenbottle.ie and thank you all for joining Leixlip in changing our future.

This
letter
of
explanation
would
be
inside
the
bottle


Fridge
Magnet

THE
TAP
WATER
INITIATIVE The
fridge
is
always
at
the
heart
of
family
life
with
kids and
adults
to
boot
always
looking
for
some
sort
of
treat. Incorporated
within
the
direct
mail
message
bottle
will
 be
a
fridge
magnet
visible
to
all
to
generate
conversation within
the
home
and
to
help
begin
the
transformation. This
will
be
key
in
involving
the
family
unit
which
needs to
readjust
their
lifestyles
to
adapt
to
this
new
system.
 Where
possible
fridge
space
can
be
allocated
to accommodate
the
bottles.



The
Liffey
Descent
-
Phase
Three
 The
ban
will
have
an
official
launch
celebrated
by
the
whole
town
including
 its
six
schools
and
will
receive
national
coverage
from
RTE
news
and
relevant newspapers,
The
Liffey
Champion,
The
Leinster
Leader,
The
Evening
Herald, The
Irish
Times,
The
Irish
Independent
and
The
Daily
Mail.



In
September
of
the
same
year
there
will
be
an
annual
canoe
race
centring
 through
Leixlip.
This
receives
global
coverage
and
we
will
exploit
this
by
 creating
a
poster
aimed
specifically
at
this
race.
The
Salmon
Leap
canoe
 club
in
Liexlip
famously
represent
Ireland
in
the
Olympics,
a
feat
proudly
 acknowledged
by
the
residents
of
the
town
and
nationally.

Leixlip
is
a
point
in
the
race
where
contestants
have
to
leave
the
water
and
 carry
their
canoes
as
they
race
for
500m.
At
the
point
where
they
rejoin

 the
race
refreshments
will

be
handed
out
in
green
bottles.
This
part
of
the course
will
be
heavily
advertised
with
posters,
banners
and
hand
out
bottles with
messages
within.


THE
TAP
WATER
INITIATIVE


Poster
Four
-
Liffey
Descent



Outdoor
Advertising
-
Local



Phase
Four
-
National
Advertising
 The
campaign
can
spread
throughout
the
cities
of
Ireland
where
necessary
on
the
sides
of
busses,
taxis
or
even on
billboards
using
a
fabricated
3d
plastic
tap
protruding
from
the
sides
of
the
vehicles
or
from
the
billboard.


onegreenbottle.ie
 suggested
home
pages
for
website

THE
TAP
WATER
INITIATIVE Home The campaign

The facts

The figures

The solution

Your role

Our role

Contacts

Welcome to The Leixlip Tap Water Initiative where we are very proud to be the first town in Ireland to become bottled water free. We also proudly support our waterworks supplying thousands of Irish homes with quality drinking water.

THE
TAP
WATER
INITIATIVE Home The campaign

The facts

The figures

The solution

Your role

Our role

Contacts

Welcome to The Leixlip Tap Water Initiative where we are very proud to be the first town in Ireland to become bottled water free. We also proudly support our waterworks supplying thousands of Irish homes with quality drinking water.


onegreenbottle.ie
 suggested
home
pages
for
website THE
TAP
WATER
INITIATIVE Home The campaign

The facts

The figures

The solution

Your role

Our role

Contacts

Welcome to The Leixlip Tap Water Initiative where we are very proud to be the first town in Ireland to become bottled water free.

THE
TAP
WATER
INITIATIVE Home The campaign

The facts

The figures

The solution

Your role

Our role

Contacts

Welcome to The Leixlip Tap Water Initiative where we are very proud to be the first town in Ireland to become bottled water free. We also proudly support our waterworks supplying thousands of Irish homes with quality drinking water.


The
Leixlip
Tap
Water
Initiative


Leixlip  

A campaign to advertise a community sanctioned ban on the sale of bottled water in an Irish town

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