Britain Launches £75 million “Let’s Save Water” Campaign

A June heatwave with temperatures above 37 °C has intensified water-supply worries. The Met Office warns of drier summers; the Environment Agency projects a daily shortfall of nearly five billion litres by 2050. The campaign targets a 28-litre per-person daily cut, from the current 140–150 litres, aiming to curb demand that drives the projected shortfall.

The Guardian

The five-year programme is a partnership of water companies, Ofwat, the Environment Agency, the Met Office, Natural Resources Wales, Defra, the Welsh Government, consumer groups, the Horticultural Trades Association, the Royal Horticultural Society, and creative agency 23red (Capgemini). Academic advisers include Prof Thomas Webb (University of Sheffield), Prof Ian Walker (Swansea University) and Prof Lizzie Kendon (Met Office).

Industry launches £75m campaign urging public to save water in wake of heatwave

Behavioural psychologists note households underestimate use by a factor of five. The plan promotes short showers, fixing drips, water-butts, water-saving showerheads and smart-meter feedback. Ofwat calls it one of the largest public behaviour-change programmes commissioned by the water sector. The Environment Agency stresses demand-side action alongside new infrastructure. South East Water has imposed a temporary hosepipe ban in Kent, with fines up to £1,000; Thames Water urges limits on outdoor watering to preserve treated supplies.

£75m Water Efficiency Campaign to cut water usage across England and Wales

Public confidence is low after sewage spills and service outages. River Action chief executive James Wallace welcomed the initiative but said the greatest responsibility for saving water still lies with the companies themselves. House of Lords environment committee chair Shas Sheehan warned that without visible corporate steps, campaign messages may fail. South East Water’s ban follows a 56-million-litre surge in daily treatment, exceeding the June average. National Drought Group chair Helen Wakeham urged continued mindful use, noting that every saved drop benefits farmers, rivers and wildlife.

The Guardian

The Guardian cites an average of 140 litres per person per day, while The Dirt reports 150 litres. Both agree on a 19 % leakage rate.

The Guardian

• “The critical issue is, how do we make people believe water is an important resource?” — Prof Thomas Webb, Social Psychologist, University of Sheffield

The Guardian

• “We welcome any initiative that encourages people to conserve water. Every litre saved helps reduce pressure on our rivers, the lifeblood of our nation.” — James Wallace, Chief Executive, River Action

The Guardian

• “That strategy must be transparent, consistent and demonstrate that water companies are taking visible steps to put their own house in order.” — Shas Sheehan, Chair, House of Lords Environment and Climate Change Committee

The Guardian

• “While many of us enjoy the hot weather, we ask everyone to be mindful of their water use. Every drop saved leaves more available for farmers, our local rivers and wildlife.” — Helen Wakeham, Chair, National Drought Group

The Independent

The programme will roll out nationally over the coming months, with 23red delivering a year-round communication plan and the WEC Collective coordinating behaviour-change activities. Progress will be measured against the 28-litre reduction target and broader water-security goals.

£75m Water Efficiency Campaign to cut water usage across England and Wales