The UK government and water industry unveiled a £75 million publicity campaign encouraging citizens to cut daily water use by 28 litres per person, launched amid a receding heatwave. Reducing residential water demand can alleviate pressure on water supplies, delay the need for costly infrastructure upgrades, and support national sustainability goals. UK Department for Environment, Food & Rural Affairs; major water utilities; advertising agencies; the general public. Rollout of television, radio and online ads in early July; monitoring of consumption metrics; possible introduction of voluntary targets or incentives if participation lags. The campaign, announced as the United Kingdom emerges from a record‑breaking heatwave, will spend £75 million on advertisements urging the public to view water as a precious resource and to reduce average daily consumption by 28 litres per person. The initiative follows growing concern over water stress after prolonged high temperatures and aims to influence behaviour before any potential regulatory measures are considered. Its success will be measured through household usage surveys and could affect utility planning and demand forecasts.
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