United Utilities has launched a new campaign shining a spotlight on the 1.9 million tests it carries out every year to ensure top-quality drinking water for customers across the North West.
Launching during Water Quality Week, the ‘Top Quality Water for the North West’ campaign takes customers on the water journey from source to tap, showcasing the expertise, care and investment behind the delivery of high-quality drinking water every day.
United Utilities supplies around 1.8 billion litres of water every day – enough to fill 80,000 glasses every second – to almost 8 million people from Crewe to Carlisle.
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To ensure that water meets its standards, the company carries out around 1.9 million water quality tests every year, the equivalent of a test every 16 seconds.
The campaign comes as United Utilities delivers its Big North West Upgrade of the region’s water infrastructure, including renewal of over 1,000km of water mains and aqueducts, to ensure secure and resilient supplies for generations to come.
The new campaign, which airs for the first time today (Monday 21 September) introduces a new family who will soon become familiar faces across television, radio, catch-up TV and social media. They will take over from Carter, who has been the face of United Utilities media campaigns for the past four years.
The new creative approach focuses on a family with a close connection to water. Dad works as a water quality officer, while daughter Holly proudly shares her knowledge of how rainwater is captured, filtered, treated and tested before it reaches customers’ taps, helping bring to life the work carried out by United Utilities’ teams every day.
The campaign will also feature a wider set of local young actors in a series of humorous short clips as part of the company’s sponsorship of ITV Granada and Border weather bulletins.
Grant Batty, water services director at United Utilities, said: “Providing top-quality drinking water is our number one priority and it’s something our teams work incredibly hard to deliver every single day.
“Many people only think about water when they turn on the tap, but behind every glass is a remarkable journey starting with careful management of our catchment land and reservoirs, followed by advanced treatment processes and rigorous testing, overseen by our skilled production managers, scientists and network operators.
“As we mark Water Quality Week, we wanted to celebrate that work and help customers better understand where their water comes from and the lengths we go to keep it clean, safe and wholesome.
“This campaign also reflects the wider investment we’re making through our Big North West Upgrade, helping to strengthen and improve services while protecting water supplies for the future.”
