A campaign urging customers to think before they flush has been crowned the winner of the Institute of Water National Innovation Award.

After winning the Institute of Water’s South West Area Innovation Award earlier this year, South West Water’s Love Your Loo campaign went on to represent the South West at the Institute of Water National Innovation Awards in Glasgow this week.

The campaign beat five other regional finalists to clinch the coveted national title.

The judges were particularly impressed by the evidence that demonstrated the Love Your Loo campaign, which encourages customers to flush only the 3Ps – pee, paper and poo, has successfully reduced the number of blockages and floodings on the sewer network.