Circus has unveiled new work for the annual Flood Awareness
campaign for the Environment Agency, aimed at the five million people in
England and Wales who are at direct risk from flooding.
Despite the devastation caused by the floods last autumn, Circus claims
that research has revealed that many people remain complacent about the
risk of flooding. "This year's campaign aims to jolt people into action
and provide practical advice about how to prepare," the Circus partner,
Katherine Atkin, said.
"We want to build on previous campaigns by targeting those who think
flooding will never happen to them," Liz Cook, the marketing
communications manager at the Environment Agency's National Flood
Warning Centre, said.
The campaign will break on 17 September, coinciding with the start of
the flood season. It uses the strapline: "Flooding. You can't prevent
it. You can prepare for it."
A 30-second TV commercial shows individuals relaxing in their homes,
ignoring news coverage of the severe flooding in 1998, 1999 and 2000
while snoozing or chatting on the phone. The ad is intended to shake
people out of their apathy and prompt them to protect themselves, their
family and possessions.
Full-page ads in national papers will tackle complacency about flooding
with headlines such as "To sleep easier at night, fill your pillowcase
with sand" and "Which is worse? Wading through three feet of flood water
or wading through all this?"
"The type-only ads were placed in flood water and then shot to give the
effect of flood damage," the creative partner, Tim Ashton, explained.