Be Flood Smart

Client: Flood Re

1 in 4 UK homes are at risk of flooding – something only set to get worse as the climate crisis causes more extreme weather events. Yet two thirds of people underestimate the threat flooding poses. 

We set out to change that through a test and learn partnership. We conducted research with residents to truly understand attitudes towards flooding and the barriers currently stopping them installing Property Flood Resilience measures. 

This insight informed a multi-channel campaign “Be Flood Smart”, to raise flood risk awareness, especially in high-risk areas, and to inspire homeowners with simple, cost-effective ways to help protect their properties. 

We:

 - Spotlighted the emotional and mental cost of a flood, not just the financial 

 - Leveraged DIY as a passion point and the cultural moment of August bank holiday when homeowners are already making home improvements 

 - Used case-studies and influencers to drive “people like me” resonance and motivation to act

 - Deployed earned, paid, owned and shared channels to target priority audience and geographies, and extend reach 

 Outputs:

 - 81 pieces of coverage, one or more key message, 300m circulation 

 - 12 million impressions across organic, paid, and influencers' channels

 - Influencer paid campaign generated an above-average CTR of 4.91%, driving 187k unique users to the campaign hub

 - 5% engagement rate on owned platforms 

 - 5.3k new followers to owned social

 Impact: 

 - Statistically significant increase in flood risk awareness (81% to 86%)

 - Resident ability to correctly assess flood risk jumped from 24% to 37%"