The Challenge
Thames Water, a water supply and sewage disposal company, came to APCO because it was struggling to present an interesting and appealing image to target audiences. Thames Water wanted to create a more dynamic reputation and enhance its relationships with the key politicians and opinion leaders who shape its regulatory environment.
The Solution
A duck race. Really.
We analyzed Thames Waters' potential messages. Among the most positive was that, partly through the efforts of Thames Water, the River Thames had achieved the status as the cleanest metropolitan river in the world. To highlight this in a memorable way, APCO proposed the first ever Parliamentary Charity Duck Race as part of a wider political outreach program.
Members of Parliament were invited to throw large plastic yellow ducks from Westminster Bridge into the River Thames. The ducks floated along side the Palace of Westminster and the first one to pass the finish line (the steps of the House of Lords) won a donation to a local charity for its Member of Parliament. Through mailings, including gifts of bath-sized rubber duckies; event branding; pre-race festivities and a post-race reception, Thames Water had ample opportunity to spread its positive environmental messages, as well as to develop personal relationships with Members of Parliament.
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The Result
The race is now an annual event for Thames Water, their target Members of Parliament and the media. Each year seventy Members of Parliament participate in the event which has gained ever-increasing coverage – including the BBC and ITV, all five national broadsheet newspapers and BBC News online, the most widely read news portal in Europe.
The duck race, supported by additional political outreach activity, has transformed Thames Water's position with political audiences. The annual MORI survey of Members of Parliament shows that Thames Water's favorability ratings have increased by 125% – twice that of any other UK water company.
Services Provided
- Community affairs & strategic philanthropy
- Creative services
- Government relations
- Issue management
- Media relations
- Online communication
- Positioning
View all APCO services
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The Duck Race was a great example of a creative approach to public affairs and showed APCO at its best. It made a unique and effective contribution to improving Thames Water's relationship with our MPs and many local community organizations. 
