Delivering Water Efficiency The Thames Water Experience Richard Aylard 2007 Waterwise Conference

A decade of water efficiency „ TW Water efficiency programme launched in 1996. Comprehensive strategy, commended by Ofwat – Customer awareness raising campaigns; direct mailing, local media, exhibition & displays and promotion of water saving devices – Demonstration water efficient gardens at Kew Gardens and London Zoo – Large schools programme including Silver & Pearls musical play, Mission 2050 competition, Sam the Waterwise Kid & Aquabatics educational resource packs – Research activities including installation of recycling system at the Millennium Dome and household greywater recycling systems in Aylesbury – Freephone Leakline and free detection and repair of leaks on customer supply pipes

„ Despite large programme, quantifiable water savings relatively low and not within TW’s direct control

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The exterior of the Water Wise Home

Inside the Water Wise Home

Characters from the Silver & Pearls play

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Hippo the Water Saver

The Water Wise Garden at Hampton Court 1998

Water efficiency now „ External environment – High on the political agenda e.g. Water Savings Group – Developing legislative and policy framework eg Code for Sustainable Homes – Higher stakeholder expectations

„ Serious water resource position – Drought 2005/06 focused attention on the water resource position – In 2029 without any supply or demand management measures, the unconstrained forecast deficit, including target headroom in the demand forecast is approximately 526Ml/d for London and 37Ml/d in SWOX. – Forecast ongoing growth in demand

„ Thames Water – 2006 largest programme to date (Budget £1m in 2006, £2.81m in 2007) – Aim to understand cost benefits of water efficiency activity and delivering sustainable culture change 4 Thames Water 02/04/2007

Drought 2005/06: Enhanced Media Campaign „ Integrated campaign of advertising reaching 99% of customers 50 times – – – – – – – –

Radio Newspapers Roadside billboards Online banners Cross track posters on tube and tube car panels Train car panels Posters in public washrooms Product placement on London based TV shows

„ Face to face contact with customers – team of “Droughtbusters” „ Participation in external events eg Hampton Court Flower Show with GLA „ Speaker programme – over 70 talks reaching over 5,000 people „ Website – received over 67,000 visitors per week „ Letter from CEO to over 8 million customers „ “Help us to Beat the Drought Campaign” with other SE water companies 5

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Outdoor and press advertising

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Winter advertising November 06 – January 07

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Market Research findings „ 91% customer awareness of advertising „ Average demand in summer 2006 (May-September) fell by more than 5%. In the hot dry months of June and July 2006 demand fell by an average of 7% , on the hottest weekends peak demand fell by as much as 10%. On average, this saved 166 Ml/d - enough water to supply more than 1 million people a day

„ High spontaneous recall of the messages – 40% on drought – 51% on water saving tips – 37% on company actions

„ It is difficult to know how much the advertising, hosepipe ban and media interviews each contributed to this drop in demand.

„ Starting to see a change in behaviours – turning off the tap to brush teeth increased by 12% which equates to a saving of 12.5 Ml/d 8

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Promoting water efficiency in diverse communities „ With 40% of Londoners from ethnic communities – how relevant are our current water efficiency messages across our customer base ?

„ In 2005 launched a partnership project with London Sustainability Exchange (LSx), supported by Defra, to examine faith as a hook for water efficiency messages

„ The 2005 project focused on East London’s Muslim Community „ In 2006 we launched Hinduism and H20, working in six London Boroughs running temple talks, community events and activities with school children.

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Domestic Retrofit Audit Programme „ Aim to evaluate the costs and benefits of retrofitting water efficient technologies and to understand customer’s attitudes

„ 1,000 domestic water audits in metered households in Bromley (BR5 & BR8) and Swindon (SN6 & SN8)

„ “Audit and fit” approach in which TW approved plumbers visit customer’s homes and fit devices

„ Plumbers undertake a survey to identify wastage and offer retrofit water efficient devices including tap inserts, showerheads, dual flush, cistern devices, leak detectors etc

„ Households provide information on occupancy, water use habits, and feedback on retrofit devices

„ Study to complete end August 2007

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Commercial Audit Programme „ Established commercial programme : free commercial audits, distribution of self audit pack and projects with external partners eg Envirowise “Big Splash”

„ As part of Section 19 Undertaking to achieve Security of Supply Index of 100 by 2009/10, commitment to undertake 17,000 commercial audits.

„ Current programme comprises 3 approaches : 1.

Liquid Assets - Partnership targeting public sector organisations; hospitals, schools, prisons, local authorities plus a financial starter package.

2.

Direct Mail/marketing – targeted mailing offering free audits

3.

Statutory – linked to Water Regulations Inspections

„ Since April 2006 1169 audits undertaken. Review underway to assess the costs and benefits of the 3 approaches which will shape the future programme.

„ Continue to support external programmes including Croydon Envibe’s activity and Global Action Plan (GAP) activity with SMEs 11

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Table of audits/savings to date Units = m3/annum Average assumed saving per site (range)

Sector Primary schools (n=112) Secondary schools (n=18) Local Authorities (n= 31)

638 (29 - 2,787)

179 (9 - 1035)

817

1,934 (462 - 3,166)

266 (14 - 603)

2200

558 (8 - 5,613)

1429

tbc

5,136 (1,546-1,6996)

5136

tbc

8,593 (2,642 - 13,801)

8593

871 (201-1,367) NB to be completed by end April 07

Prisons (n=9) Hospitals (n=7)

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Average potential saving per site Total average saving per site (range) (assumed and potential)

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Education „ Long standing education programme eg Sam the Waterwise Kid, Waterwise Comic and resources „ 2006/07 programme included : – Principal sponsor of Mayor of London’s Schools Environment Award – “Help Us to Beat the Drought” Assembly Pack – distributed to over 2,500 primary schools, resource adopted by Sydney Water – Aquabatics DVD and ‘Water Matters’ Module launched Jan 2007 aimed at Key Stage 2 – “Action Day” held in 26 secondary schools in conjunction with Global Action Plan – Water Efficiency Marketing Award as part of University Business Courses held at the Universities of Reading and East London

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Where next …. „ Build strong business case for water efficiency in PR09 „ Review programme to focus on core areas of customers’ lives; home, work, leisure and education and ensure activity is measurable and, where appropriate, delivers quantifiable savings

„ Ensure message is relevant and appropriate to customer base „ Maximise use of interaction with customers – identify novel communication routes and opportunites to link with wider TW activity eg VMR

„ On-going development of partnership approach to maximise impact and strengthen credibilty of message

„ Domestic customers – extension of the audit and retrofit programme & work with developers to understand what is achievable in new build

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(2) Where next …. „ Commercial customers – refine the commercial audit programme and wider package of activity; sectoral case studies, employee packs, certificate/award scheme and working through business networks „ Education – extend programme of activity with schools and higher education institutions „ Current research into effluent re-use

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