The Rolls — Unclogging the conversation about what goes down our drains.

No grown adult wants a detailed lecture on how to use the toilet.

But when the sewers of SEQ were clogged with fat-bergs of unflushable (and mostly unmentionable) items, this embarrassing conversation was in need of a hero. Or six.

Enter ‘The Rolls’, a lovably enthusiastic family of toilet rolls created to break down the ‘awkwardness barrier’ and educate Queenslanders on flushing ONLY the 3 Ps (pee, poo and paper) and binning the rest.

As the stars of their own brand-funded content series and Facebook community, the cardboard family made a splash, attracting eyeballs and influencing behaviour aross the region with their unique brand of toilet humour.


Queensland Urban Utilities

  • Behaviour Change Strategy
  • Content Creation
  • Digital Marketing

The results rolled in

1.4 millionVideo Views
79,000Social media engagements
80% of sampled residentsReported changed toilet flushing behaviour

Collaborate. Ideate. Activate.


(07) 3852 5642

Level 5, 144 Montague Road, South Brisbane, QLD 4101


(03) 9243 8145

234 Bank st South Melbourne 3205


(03) 9243 8145

Level 2, 249 Pitt St, Sydney

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