In a renewed drive by Thames Water, the water company has launched its powerful “There’s no substitute for water” water conservation campaign in Oxford reminding residents there’s no substitute for water.

Oxford is classed as “seriously water stressed” by the Environment Agency, meaning there needs to be a proactive plan to help conserve water in the area to ensure there’s enough to meet growing demand.

Thames Water is running a number of initiatives to reduce leakage on the city’s hundreds of kilometres of pipes, including using listening devices to detect water escaping from the network, and is now helping residents to use water wisely, whatever the weather.

The advertising campaign features everyday household items such as washing machines, baths and showers being used with sand, honey and orange juice instead of water and has been posted on billboards and bus stops throughout the city. Various adverts have also been bought in local newspapers and on radio stations to deliver the message.

Research shows on average, Oxford residents use 137 litres each every day - the new initiative follows a similar successful campaign last year.

Andrew Tucker, water efficiency manager at Thames Water, said:

“Our last campaign in Oxford was really well received, but there is still a lot more we can all do to help conserve water.

“People don’t normally think water is scarce in the UK, some days all it seems to do is rain, but the truth is we get about half as much rainfall as Sydney and with an ever-increasing population, we really do need to make the most of what we get.

The water company hands out thousands of free water-saving devices to households every month, and will be carrying out smarter home visits in Oxford and Abingdon, showing residents how small changes or quick repairs to dripping taps or leaky loos can save hundreds of litres of water every day.

More than 90,000 leaflets will also be delivered to households to raise awareness of water efficiency.