Circus secures pounds 2m flood risk campaign

The Environment Agency has handed Circus its pounds 2 million flood warning public awareness task.

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

immediately.



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

challenge.’



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.’



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