CCW publishes behaviour change campaign communications rule book

CCW has advised water companies to be honest, clear and consistent in their behaviour change messaging to customers, after seeking the advice of a Citizens Forum.

The Forum scrutinised different types of engagement, campaigning and messaging with a view to identifying what resonated with people and resulted in action being taken. This revealed most people are unaware why we need to use less water, and most don’t make the link between their everyday actions at the sink or toilet and sewer blockages and flooding.

CCW advised the water sector to address this when campaigning to change consumer behaviours, and to be clear, honest and consistent. To help, it has published a report on the Citizens Forum findings together with a new communications rulebook which advises water companies how to reach out more effectively.

The watchdog said its activity “forms part of our wider ambition to develop a CCW-led campaign – or series of campaigns – to help people value water, and therefore engage in more considered use of their water and wastewater services”.