With weather patterns becoming increasingly unpredictable, we explore how weather variability impacts campaign performance and offers practical strategies for staying relevant in the face of these challenges.
Recent discussions by the National Drought Group (NDG) highlight the growing challenge posed by extreme weather, underscoring the importance of preparing campaigns that can handle both droughts and floods.
The NDG recently emphasised that we can expect more extreme weather due to climate change, which brings both flood and drought risks. This can have a significant effect on campaign timing and public focus. For instance, during severe droughts, the urgency to conserve resources often resonates with audiences, leading to higher participation. However, after periods of heavy rainfall, like the record-setting 12 months from October 2023 to September 2024 in England, the perceived need for conservation can drop, reducing campaign effectiveness.
Public engagement is closely tied to current weather conditions. In times of drought, campaigns encouraging water efficiency or sustainable practices tend to see higher engagement as people understand the immediate necessity. On the other hand, following significant rainfall, people may become less inclined to act, believing that water is plentiful and the urgency has passed. It’s important for organisations to recognise these fluctuations and adjust their campaign efforts accordingly to maintain momentum and relevance.
To ensure that your campaigns can withstand the unpredictability of weather, consider implementing adaptive strategies that can pivot as needed:
- Responsive Content: Design campaigns with flexibility in mind. Being able to quickly adjust messaging based on current weather conditions—whether drought or flood—ensures that your content remains timely and impactful. This could mean shifting focus from immediate conservation needs during dry spells to future-proofing water resources when rains are abundant.
- Highlight the Uncertainty of Weather: As emphasised by the NDG, the unpredictability of weather is a key issue that organisations can use to engage their audiences. Incorporating this uncertainty into your messaging can serve as a powerful motivator, encouraging proactive behaviour regardless of the current weather. It also emphasises the long-term nature of conservation efforts, making them relevant year-round.
- Focus on Long-Term Resilience: Campaigns should move beyond reacting to immediate weather conditions and shift toward emphasising future water security. Even during wet seasons, it’s important to stress the long-term benefits of water conservation, preparing for future droughts and ensuring the sustainability of our environment. As the NDG discussions highlighted, population growth and climate change are putting unprecedented pressure on water systems, and long-term planning is crucial.
- Targeted Audience Engagement: When weather conditions make water-saving less of a public concern, consider pivoting toward more specialised audiences whose need for water conservation is less affected by short-term weather changes. For example, sectors like agriculture, horticulture, or industries with heavy water usage remain focused on water management even during wet periods. By tailoring your message to these groups, you can maintain engagement when general public interest wanes.
To stay effective, organisations must prepare for both drought and flood scenarios, developing adaptable strategies that can respond to changing weather patterns. By recognising how weather impacts public engagement and adjusting campaigns accordingly, organisations can build resilience and ensure their efforts remain relevant, no matter the climate conditions.
– Chloe McFarland, Campaigns Manager
