Water Night 2025 Evaluation
2025 marked the 6th annual Water Night event, delivered by The Water Conservancy.
In this report we detail the Water Night 2025 campaign, the new From Habit to Hero creative, and the channels and partnerships we explored. We also assess the results, conclusions, and recommendations for 2026.
Water Night 2025 continued to grow the movement, with thousands of households once again switching off taps to boost water awareness, and new initiatives like the Tap Guardians Competition and Smart Drop Certified Giveaway adding fresh ways to participate.
Highlights included:
- 4,206 households and 13,302 individuals registered for Water Night 2025 (bringing total sign-ups since launch to 54,326 people)
- Average water literacy scores increased by 10.88% after Water Night 2025
- 56% of participants were repeat registrants, showing strong loyalty and ongoing engagement
- Total campaign reach of 5.9M and 7.9M impressions across paid and PR activity
- 47 pieces of PR coverage with a combined reach of 4.3M, driven by research-led storytelling and ambassador activity
- Launch of the Tap Guardians Competition (30 entries across households and schools) and the Smart Drop Certified Giveaway (832 entries, 49% conversion from paid clicks) to turn water knowledge into creative, tangible action
- Continued international growth, with Water Night UK (delivered by Waterwise) attracting 1,800 sign-ups and 4,500 resource downloads
- As in previous years, 98% of surveyed participants said they intend to sign up for Water Night again next year
Download the reports below to find out more: