How WADE PR Generated Blanket National Media Coverage for Whitstable's Water Crisis in Under 24 hours

The Challenge

In May 2026, Whitstable and parts of Kent experienced a major water outage after thousands of residents and businesses lost access to running water from South East Water.

The disruption followed similar water supply issues experienced before Christmas 2025 and left households and businesses without access to water during a heatwave.

The challenge was to ensure the story remained on the national news agenda and to help people outside the area understand the real impact of the crisis on local communities.

The Insight

Water outages are often reported as a utility or infrastructure story.

WADE PR identified an opportunity to transform the issue into a powerful visual news story by illustrating what life without running water actually looks like.

The idea needed to be:

• Quick to organise

• Low cost

• Visually striking

• Suitable for print, online and broadcast media

• Capable of generating further discussion around the wider water crisis

  
  

The Creative Idea

WADE PR developed the concept "Bath Time in Whitstable".

Residents would gather on the beach and appear to bathe in the sea, highlighting the absurd reality of being left without running water during a heatwave.

Simple props including shower caps, scrubbing brushes, towels and rubber ducks were incorporated to make the image instantly understandable and highly visual for photographers and television crews.

The slightly comical nature of the image reflected the wider absurdity of the situation, at the same time as making the picture highly appealing to readers and viewers - surprise and comedy is appealing.

Campaign Delivery

Within less than 24 hours, WADE PR:

• Developed the creative concept

• Organised the photocall

• Recruited local residents and businesses to participate

• Invited local stakeholders and campaign representatives to attend

• Coordinated media attendance

• Arranged interview opportunities for journalists and broadcasters

• Secured photography for media distribution

  
  

National, regional and broadcast media were invited to attend the photocall on Whitstable's West Beach.

Results

The campaign generated widespread media coverage across broadcast, print and online outlets.

Coverage included:

• BBC

• ITV

• Channel 4 News

• The Times

• The Telegraph

• The Sun

• KentOnline

• Regional and international media coverage - the footage has been shared on the news in Melbourne!

  
  

The image helped transform a predominantly regional infrastructure story into a wider national conversation about water resilience, utility performance and the impact on local communities.

Why It Worked

The campaign combined a serious public issue with a simple visual concept that journalists could immediately understand.

Rather than telling people that residents had no water, the image showed them.

The combination of humour, visual storytelling and genuine public concern created a compelling news hook that travelled across print, broadcast and digital media.

Looking for National Media Coverage?

WADE PR specialises in creative PR campaigns, media relations, news generation and publicity strategies that help organisations secure meaningful media coverage and public attention.

To discuss your next campaign, contact Caroline Wade at WADE PR: caroline@wadepr.com

Photography by Ian Scammell, Oyster Bay Photography