Water conservation campaigns and citizen perceptions: The drought of 2007-2008 in the Metropolitan Area of Barcelona

Droughts are expected to become more common in Mediterranean urban contexts during the next decades. Water conservation campaigns are a crucial part of drought management actions but doubts remain regarding their effectiveness once the drought period has finished. In this paper and taking the example of the Metropolitan Area of Barcelona, we present the results of a survey on drought perception and behaviour undertaken for 437 households of this area. Conservation messages were compared with household perception and conservation behaviours. Results indicate that conservation campaigns were successful in raising awareness about the drought, but messages failed to target specific uses (indoor/outdoor). Against a backdrop of decreasing consumption per capita in the compact urban areas, future conservation campaigns must be aware of these factors if the conservation burden is not to fall on those already consuming very little water. © 2012 Springer Science+Business Media Dordrecht.