The Environment Agency, a non-governmental public body, has begun a
search for an advertising agency to create a public awareness campaign
about the dangers of flooding.
The move follows wide-spread criticism of the EA last Easter, when
floods hit 4,500 homes causing pounds 400 million of damage and killing
five people. It was condemned for failing to alert people after rivers
in the Midlands, Thames area, East Anglia and Wales rose to the highest
level in 150 years.
The EA is looking for an agency with through-the-line capabilities and
expects to spend around pounds 2 million.’We are looking for an agency
with significant experience of issues-based advertising,’ said Liz Cook,
campaign manager for the Environment Agency, who is overseeing the
search. ’We want someone who can make a small budget go a long way,’ she
The agency is advertising for the first time and is conducting its
search through the AAR. The deadline for applications is 18 March.