I Donʻt Flush

OCWA partnered with the Clean Water Foundation (CWF) to launch the I Don’t Flush awareness campaign, which encourages the public to properly dispose of household items rather than flush them down their toilets.

Phase I of the program launched in 2014 and focused on taking back unused medications to the pharmacy. The campaign was supported by the Region of Peel, the Regional Municipality of York and the Health Product Stewardship Association (HPSA), with a public service announcement starring notable Ontarians taking the "I Don't Flush" pledge. The announcement aired over 2,000 times on 20 television channels and six radio stations, and had a potential audience reach of over 30 million people through social media, web, print, television and radio coverage. Most importantly, the HPSA reported an increase in pharmaceutical takeback of up to 10% in targeted regions across Ontario.  

In 2016, OCWA and CWF launched Phase II of the campaign, focusing on wipes and other personal hygiene products. With support from Regional Municipality of York, City of Barrie, Niagara Region, Town of Mississippi Mills and Town of Bradford West Gwillimbury, the animated PSA and accompanying media outreach drew over 21 million media impressions (and still climbing!).

Visit www.idontflush.ca to learn more about non-flushables and to view the public service announcements.