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Flood Re launches campaign to promote flood prevention measures
To mark the one-year anniversary of its Build Back Better scheme, Flood Re is launching a consumer-focused campaign aimed at promoting the take-up of prevention measures to reduce damage and loss caused by flooding.
The initial social media campaign, which will be rolled out from April 1, draws on the results of a commissioned survey of 2000 UK adults, which highlights the most at-risk household items during a flood. This will be supported by a much wider consumer campaign due to run in partnership with the Environment Agency this summer.
According to the survey, paper-based possessions such as family photographs, birth certificates, passports, insurance policy documents, and family heirlooms are the most cherished household items. They are also the most at risk from flood, as the majority of respondents keep these items on the ground floor or in their cellars or basements.
Proportion of householders who keep household items on the ground floor or cellars in their homes
| Household items | Proportion of Brits who keep item(s) on the ground floor or cellar/basement |
|---|---|
| Family photographs | 64% |
| Important documents (birth certificates / insurance policy documents and so on) | 48% |
| Family heirlooms / items you’ve inherited | 45% |
| Sentimental items and keepsakes (e.g., children’s drawings) | 43% |
| Passports | 41% |
| Wedding album or related items (e.g., wedding dress) | 31% |
Source: Flood Re, March 2023
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