RFA has released its 2024 annual report, highlighting the success of #FlushSmartMonth initiatives and ongoing efforts to drive behavioural change and raise awareness about proper flushing habits and the importance of the Do Not Flush symbol. While previous campaigns focused on increasing familiarity with the Do Not Flush symbol, the 2024 campaign prioritised shifting consumer behaviour.
"Changing behaviour requires engaging the next generation," said Lara Wyss, RFA president. "By tapping into the entertainment culture with creative true-crime inspired video content and showing at VidCon with an unexpected experience, we have made responsible flushing relevant and accessible to a critical audience—the future stewards of our wastewater infrastructure and environment."
While many producers had implemented the Do Not Flush symbol onto the packaging of non-flushable wipes before the Proper Wet Wipes Labelling Law, RFA knew education was needed for consumers to notice and understand the symbol’s meaning. From 2021 to 2024, RFA commissioned marketing research firm Drive Research to conduct an annual independent consumer survey, measuring consumer awareness and understanding of the disposal of common household products, including non-flushable wet wipes.
“The results detailed in this report, from increased media engagement to a surge in organic social media activity, underscore the impact of our ever-evolving approach. RFA is committed to building on this momentum, developing innovative and culturally relevant campaigns that will further protect our wastewater infrastructure for generations to come,” added Wyss.
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