Download - The Wettest Drought on Record
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