Circus sounds warning over risk of floods

’Floods don’t just happen to other people’ is the central theme of a new pounds 2 million campaign created by Circus for the Environment Agency.

’Floods don’t just happen to other people’ is the central theme of

a new pounds 2 million campaign created by Circus for the Environment

Agency.



The campaign aims to make flooding an important national issue and to

encourage people who live in high-risk areas to take steps to protect

themselves. The move follows widespread criticism of the agency last

spring, after floods hit 4,500 homes causing pounds 400 million worth of

damage and killing five people. The agency was condemned for failing to

alert people when rivers in the Midlands, Thames area, East Anglia and

Wales rose higher than at any time in the last 150 years.



The campaign includes poster and radio advertising. The poster ads were

written by David Prideaux and art directed by Tim Ashton and appear on

paper that looks flood-damaged. One simply states: ’Floods don’t just

happen to other people’, while the other carries the line: ’This poster

is at risk from flooding.’ Both ads supply the ’Floodline’ telephone

number and the campaign also includes education in schools and a

website.



Media has been planned and bought by New PHD and has been targeted at

areas that are at risk of flooding. Dilys Maltby, a partner at Circus,

said: ’We asked New PHD to break the mould with this campaign by

breaking up the usual poster site packages, and selecting sites

specifically by the ’at risk’ postcodes.’



She added: ’We as a nation are not used to the idea of being at risk

from the weather. However, the risk of flooding is very real and is

growing, yet those who stand to lose most are unaware of this and of how

to protect themselves.’



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