© Author(s) 2015. The design of water awareness campaigns could benefit from knowledge of the specific characteristics of domestic water use and the factors that may influence certain water consumption habits. This paper investigates water use in 450 households in 10 municipalities of drought-prone Alicante (Spain). We aim to increase knowledge about existing domestic water behaviors and therefore help to improve the design and implementation of future water awareness campaigns and even to consolidate reductions in water use after drought periods. The survey suggests that awareness campaigns should revise their scope and their channels of diffusion on a regular basis. In a more specific way, for the Alicante case we propose policy-oriented recommendations on the scope of action for further reductions.