Flood Re has launched a nationwide campaign and educational roadshow aimed at encouraging homeowners, tradespeople, insurers, and policymakers to rethink how the United Kingdom confronts flood risk, as the number of properties in flood-prone areas is projected to rise significantly over the next two decades.
The launch coincides with the Flood & Coast Conference at Liverpool’s Exhibition Centre and comes as Flood Re warns that flood resilience measures must be adopted more widely to help households prepare for a changing climate.
According to the latest national flood risk assessment cited by Flood Re, 6.3 million properties in England are currently located in areas at risk of flooding, with surface water flooding – driven by increasingly intense rainfall linked to climate change – emerging as a major concern.
Flood Re said that figure could rise to eight million properties by 2050 without intervention.
Research from the organization indicates that 3.1 million homes are exposed to flood depths of up to 60cm, a range in which property flood resilience measures have been shown to be effective. Flood Re estimates that wider adoption of such measures could reduce annual flood losses by up to £740 million.
The campaign features the UK’s largest digital advertising van, which displays educational videos using 3D anamorphic visual effects to depict the emotional impact of flooding beyond the loss of material possessions. The videos also direct viewers to practical steps for protecting and flood-proofing their homes.
The advertising van was unveiled in Liverpool on Thursday, according to a news release. Flood Re experts will travel alongside the vehicle to engage with communities and stakeholders about the Flood Re Scheme, the Build Back Better initiative, and the wider role of property flood resilience.
The tour will visit Gloucester, Pontypridd, and Carlisle during the summer before moving to London, Nottingham, and Hull in the autumn.
The campaign also includes a “Contain the Rain” garden at the RHS Chelsea Flower Show 2026, demonstrating how outdoor spaces can help manage rainfall and reduce flood risk.
The initiative encourages people to “ReThink risk,” highlighting that flooding can affect anyone, anywhere; “ReThink resilience,” emphasizing that practical measures can reduce damage and disruption; and “ReThink the future,” stressing that decisions made today will shape preparedness over the coming decade.
Flood Re’s transition data shows that Build Back Better measures have been adopted in around one-third of eligible cases, below the levels originally anticipated.
The initiative, launched in April 2022, allows homeowners insured through participating insurers to claim reimbursement of up to £10,000 for flood resilience improvements in addition to the cost of repairing flood damage.
Flood Re said adoption of property flood resilience measures must be “urgently accelerated” to prevent the affordability and availability of flood insurance from deteriorating ahead of the scheme’s planned wind-down.
Now in its 10th year, Flood Re has helped more than 660,000 households secure insurance coverage. In 2024-25 alone, the number of policies ceded to the scheme increased 20% to 346,200.
The scheme, which launched on April 4, 2016, is regulated by the Prudential Regulation Authority and the Financial Conduct Authority. It is scheduled to leave the market in 2039, when the UK home insurance sector is expected to return to risk-based pricing.
Kelly Ostler-Coyle, director of corporate affairs at Flood Re, said: “A decade on from Flood Re’s inception, it is more important than ever to think about how we can build a more resilient future through action, skills and policy. Flood Re remains committed to working with communities to drive forward flood resilience and build a future where homes, businesses and local economies are not just defended against flooding but prepared to withstand and recover from it.”
