Yorkshire Water is the 2nd largest water company in the UK and one of biggest companies in the region. Part of the Kelda Group, it has a strong history of community and environmental involvement and was named as one of the top 50 socially responsible companies in the UK in 2004.
Cool Schools is far and away the most successful and groundbreaking community project the company has embarked on. The model is now widely recognised as the industry standard for hydration in schools.
The campaign was initially launched in 2002, in response to studies at St James's University Hospital, Leeds, which showed dehydration in children causes urinary tract infections, a rise in diabetes, headaches, irritability, low concentration and poor performance. It emerged that limited or no availability of free, fresh drinking water in primary schools was part of the problem.
Yorkshire Water's initial response was to encourage local businesses to donate water coolers to schools through a 'buy-one, get one free' model. However, this met with low response rates. We were brought on board in 2002 to re-align the campaign to increase take up rates and water consumption.
First and foremost, a process of research and consultation was put in place to find out what the current perceptions were and why take up rates were low. By creating a dialogue with schools, parents and surrounding communities, we could find out the level of understanding and awareness and create a sense of involvement and ownership. A Steering Group of health and education professionals was recruited to put Yorkshire Water on the pulse of current thinking in education and health.
One thing was clear; if we were to encourage children to drink more water, we had to compete with Coca Cola and Sunny Delight. Water had to be made Cool! The campaign used the Cool theme to effectively brand tap water as a premium health drink; Cool Fuel.
Mains-fed water coolers were branded and donated to all primary schools in the region. Unique 'Cool Fuel' water bottles, designed by children, were distributed to schools and rap performer 'S Cool' was brought on board to perform the H2O song to participating schools. CD roms and posters accompanied an S Cool visit and the cool-fuel.com website was launched in the House of Commons in 2004. The campaign linked into regional and national networks such as the National Healthy Schools Standard as well as regional initiatives such as Sports tournaments.