North West Water: Taking the heat off during the worst drought in history

This campaign ran in 1995 when Britain was hit by a drought. The integrated, proactive communications helped the company manage the supply situation for a second dry summer and so avoided the type of costly relief measures other water companies had to take. Emphasising partnership between the company and the consumer radio, TV and press were used. The outcome was the saving of millions of litres of water with 1996 demand at its lowest ever level