United Utilities aims to ‘change the cycle’ on disposal of period products

With an estimated 4.6 million disposable period products being flushed down loos across the country every day – United Utilities has launched a campaign to ‘change the cycle’.

In a bid to understand more about the region’s flushing habits, the water company for the North West undertook research to shed more light on the reasons why some women are disposing of period products down the loo.

Campaign Manager Catherine Booth explained: “We know this is a nation-wide issue and we were keen to understand more about how widespread the issue is here in the North West, as well as the reasons why some women are flushing. It is only by understanding why that we can hopefully encourage those who do flush to start binning instead.”

United Utilities conducted research with more than 1,700 women across the North West and found that a quarter of them had recently flushed a sanitary product with women aged 30-55 being the most likely to do this.

The research also found that tampons are more commonly disposed of down the loo than period pads. More than 90% of those who flush say they have always done so, with almost half explaining that they believed products are flushable.

Now United Utilities is hoping to help change that with their new ‘change the cycle’ campaign which spreads the message to ‘wrap it and bin it.’

Catherine Booth added: “We aim to dispel the myth that period products and packaging are safe to flush.

“Many of the women taking part in the survey told us they have always flushed period products down the loo, we hope the campaign encourages them to switch to the bin.

“Period products don’t break down when they are flushed, they cause blockages in pipes and drains which can lead to sewer flooding. Those women who flush products told us it would be helpful for them to have more information about correct disposal and the benefits of not flushing.”

The new campaign launches on Monday 15th September with targeted social media, adverts on digital channels, such as YouTube and catch-up TV services, information online and toilet door posters in bars/pubs.