The Environment Agency has handed Circus its pounds 2 million flood
warning public awareness task.
The initiative follows criticism of the non-governmental public body
after the 1998 Easter floods caused pounds 400 million of damage and
killed five people.
It has now asked Circus to deliver a public education campaign, targeted
at high-risk areas, which will launch in September to promote the
Agency’s flood warning service. Links with the Met Office, the BBC and
other broadcasters will ensure that flood warnings can be issued
The appointment of Circus comes after a six-way competitive pitch.
Liz Cook, campaign manager for the Environment Agency, said: ’Circus
came up with a very flexible approach to a very complex communications
She added: ’We have to come up with a communications approach that gets
information to people in flood risk areas so they know what to do in an
alert. Not everyone appreciates they are in a risk area.’ Circus is also
looking at potential sponsors, Cook said. ’We’re thinking about working
with retailers, DIY chains and public utilities.’
Dilys Maltby, a partner at Circus, said: ’The issues need to be brought
to life nationally and locally through an imaginative programme.’