How do you get people in a rain-soaked country to save water?

People in the UK rarely think about how much water they’re using. Unlike hotter, drier countries, we don’t have a shared sense of water as a precious resource. And scandal-hit water companies are poorly placed to promote this message.

But our world is changing. Wetter winters and drier summers are putting water infrastructure under increasing strain. And we now know more about how water loss damages forests, habitats and wildlife too.

To stave off droughts, the UK needs to cut its water use by five billion litres every day by 2055. So the regulator, Ofwat, asked us to design a strategy to change people’s behaviour.

To solve the problem, we started by pinning down why people should care about saving water. Then, we wrestled with how we could make the issue feel real for people.

We then designed a strategy built on high quality evidence. This fed into an awareness campaign delivered by Ofwat’s partners, which is soon to go live.

Take a look at the full strategy on the Ofwat website >>