FlushSmart Campaigns - Flush Smart

#FlushSmart Campaigns

We take a creative approach to spreading information about responsible flushing, especially during #FlushSmart month in July.

On July 1, 2022, California enacted a law requiring manufacturers of non-flushable wipes to prominently display the “Do Not Flush” symbol on packaging and educate consumers about what this label means. RFA officially marked this event as the first Flush Smart Day!

The nefarious Clog Monster was spotted in Hollywood! A movie spoof trailer introduced the origin story of this villain lurking beneath the streets. RFA created PSAs to remind everyone we can all #FlushSmart to stop the Clog Monster.

The Clog Monster upped the ante – so RFA did too, turning Flush Smart day into Flush Smart Month. RFA teamed up with Detective Drains and his surprising partner – a real talkin’ & singin’ toilet, Mel – to uncover the cause of the rise in toilet crimes sweeping the nation. A film noir bathroom “crime scene” at VidCon captured attention and got people talking about what not to flush.

Influencer campaign using catchy songs & skits where kids teach parents about proper flushing habits.

Play

Potty Training for Grown-Ups

For Flush Smart Month 2025, we launched a playful social media influencer campaign designed to remind adults of the fundamental rules of responsible flushing. Our survey data revealed that 60% of people with children in their household are more prone to flushing non-flushable items down the toilet than those without. To address this, we teamed up with popular content creators to create catchy messages—including jingles, family-friendly skits, and tips—to spread the Flush Smart message and encourage everyone to “Only flush the flushable!”

Toilet Crimes

Teeing up the annual July observance of Flush Smart Month 2024, the Responsible Flushing Alliance spread the word on the importance of smart flushing habits in a novel way at VidCon Anaheim 2024 in late June. Thousands of content creators flocked to the city’s convention center for four days of creativity and content creation. RFA joined the mix to catch creators’ attention and raise awareness with a new activation as part of its #FlushSmart campaign aimed at resonating with attendees and their viewers. RFA’s interactive activation featured a booth designed as a film-noir inspired bathroom crime scene. Detective Vincent Drains and his very surprising partner—a singing and talking toilet named Mel—kicked off the investigation to uncover the city’s elusive underboss, the Clog Monster.

Toilet Crimes

Teeing up the annual July observance of Flush Smart Month 2024, the Responsible Flushing Alliance spread the word on the importance of smart flushing habits in a novel way at VidCon Anaheim 2024 in late June. Thousands of content creators flocked to the city’s convention center for four days of creativity and content creation. RFA joined the mix to catch creators’ attention and raise awareness with a new activation as part of its #FlushSmart campaign aimed at resonating with attendees and their viewers. RFA’s interactive activation featured a booth designed as a film noir inspired bathroom crime scene. Detective Vincent Drains and his very surprising partner—a singing and talking toilet named Mel—kicked off the investigation to uncover the city’s elusive underboss, the Clog Monster.

Hollywood PSA

In 2023, our most-viewed video was our movie trailer-style PSA telling the “villain origin story” of the Clog Monster—and why you should never flush a Do Not Flush wipe down the toilet. Throughout the year, we also created and shared movie-style posters featuring the Clog Monster and information about flushing responsibly.