Scottish Water has launched its ‘biggest ever campaign’ to ‘highlight the impact of what Scots put down their sinks and toilets’ and promote the ‘responsible’ disposal of waste.

The eight-week television advertising campaign was launched yesterday (17 February) after Scottish Water found that it spends around £7 million a year clearing over 45,000 blockages in the national sewer network. Around 80 per cent of these, it says, were caused by people putting the ‘wrong things down their sinks and toilets’.

One of the animated TV adverts (which are also available to watch online) outlines how ‘flushing wipes down the toilet isn’t good for you, your neighbours, or the environment’, as it can block the sewer cycle. Scottish Water instead suggests people place non-recyclable items, such as baby wipes and cotton buds, in the bin instead of down the toilet, to ‘help keep everything running smoothly’.

Another video highlights how pouring cooking fat and oil down the drain can also block the sewers, so people are reminded to dispose of all cooled fats in a sealable container, which should be put in the residual waste bin.

Incorrect waste disposal creates a ‘perfect storm’

According to Scottish Water, ‘cooking fat, oils, and grease coupled with bathroom waste such as cotton buds, nappies, and baby wipes, creates a perfect storm of solidified fat and material that can’t breaks down easily like toilet paper and collects in large clumps beneath Scotland’s streets’.

Indeed, it says that as well as costing the publicly-owned utility firm over £7 million a year to clear, the blockages can also ‘lead to the misery of flooding of thousands of properties across Scotland, leaving householders and communities with the hassle and expense of repairing damaged property and sometimes resulting in pollution to local rivers, and burns’.

Chris Wallace, Director of Communications at Scottish Water, added: "The waste water drain which runs from your house to the public sewer is usually only about four inches wide, which is less than the diameter of a DVD.

"This drain is designed to take only the used water from sinks, showers and baths, and pee, poo, and toilet paper from the toilet. Scottish Water believes the best way to tackle blocked drains and sewer flooding is to work with our customers to prevent blockages that can clog up the cycle in the first place."

The issue of incorrect waste disposal was also highlighted last year, when Britain’s ‘biggest ever fatberg’ was removed from drains under London Road in Kingston, Surrey.

The bus-sized lump of festering food fat mixed with wet wipes was discovered after residents in nearby flats complained that they couldn’t flush their toilets.

Scottish Water is also running a new TV advert to promote water saving measures, such as turning the tap off whilst brushing teeth, which can reportedly save ‘between two and 26 litres of water per minute’.

Wallace commented: "By using less water you can save money - and with high energy prices it makes good sense for Scots to use water wisely."

‘Waste is a resource’

Iain Gulland, Director of Zero Waste Scotland (and winner of Resource’s Hot 100 list for 2013) welcomed the new campaign, saying: "I welcome the launch of this new initiative by Scottish Water to raise awareness of how to keep the sewer system clear of waste.

"Where food waste is concerned, it's important it is that consumers understand how to dispose of it properly. Food waste that cannot be used or avoided is easily recycled or composted. Over half of households across the country now have access to food recycling services and we are continuing to roll these out in towns and cities nationwide.

"Waste is a resource and there are significant environmental and economic benefits for Scotland if we work together to manage it more efficiently."

Indeed, sewer fat can be used to fuel energy plants, and last year water company Thames Water signed a £200 million, 20-year deal with green utility company 2OC, to provide ‘at least half of the fuel’ needed to power ‘the world’s largest fat-fuelled power station’ in Beckton, East London.

Scottish Water’s advertisements will be broadcast on STV, Channel 4, Channel 5 and on 14 radio stations across Scotland. These are being supported by regional press campaigns, leaflets, school visits and outdoor advertising in the Scottish towns of Stirling and Dumfries.

Find out more about Scottish Water’s awareness campaign.