28% of women admit to masturbating in the shower, wasting around 121 Olympic-sized swimming pools’ worth of water each year.

So on World Environment Day 2023 we partnered up with Love Not War to get people to “break up” with their shower head and switch to one of the brand’s sustainable sex toys.

We created a heartfelt but humorous social film, giving voice to shower heads as they tearfully discuss being dumped for a sustainable new lover.

The “dump it“ message went viral, with the film featuring on 39 publications and achieving a reach of 36.8 million, as well as increasing Love Not War’s sales by 200%. That’s a whole lot of water saved.