The wettest drought on record: Counter-intuitive communications

From 2009 we see varying weather patternsThe Jet stream takes usual rain out to sea

Normal Jet stream Drought Jet stream

Below average rainfall Monthly rainfall deficit, Thames region

August 2011: Urging customers to use water wisely

Thames Water said yesterday: “It may seem like it’s always raining, but we’ve had below average rainfall across our region for nine of the past 12 months.”

August 2011: Managing expectations

August 2011: Educating customers

Below average rainfall – winter 2011/12 Monthly rainfall deficit, Thames region

The environmental drought develops

“We are facing a severe water shortage.”

Environment Secretary Caroline Spelman confirms a drought for the south east of England and warns of impending hosepipe

bans.

The impact of the drought

Rescue squads sent in to save drought-hit fish

“Drought conditions have so badly affected wildlife in some regions that rescue parties have been created to save fish from rapidly disappearing rivers.”

"Never ever has it dried up this early in the year. It has a terrible effect...

We are running out of rivers to put the fish in”

Guardian, 3 April 2012

Wildlife complexities

Droughts are natural – however:

- Many wetland ecosystems already under pressure

- Fragmentation has led to isolation

Individuals lost or population at risk?

Visible impact versus ecological resilience

Damaged or able to recover?

Robust or fragile ecosystems?

Timeline for recovery?

5 April: Water restrictionsimposed

April 2012 April 2012

Paddington station

But then…

Jet stream moves south

and the rain came…

… … and communicating became ‘interesting’ and communicating became ‘interesting’

May 2012 May 2012

Swindon

Improving understanding

Customer viewsQ: How much difference has the rain made?

429 Thames Water customer panellists, Community Research 10-14 May 2012

No difference. Water shortage as serious as ever

I don’t know

Very little difference. Water shortage still almost as serious

No longer a serious water shortage

Improved situation, but still a serious water shortage

A: 89% recognised there was still a water shortage despite the rain

13%

27%49%

9%2%

Customer understanding Q: Do you agree with the following statements?

429 Thames Water customer panellists, Community Research 10-14 May 2012

June 2012

Reading Station

Maintaining momentum

August 2012 August 2012

Charing Cross Station

Visits to Waterwisely

In the first week of the Olympics adverts appearing:

Over 20,000 visitors to Waterwisely website – 15 times more than the same period the prior month.

Recent rainfall Monthly rainfall deficit, Thames region

The lessons learnt