PEOPLE in Kent and other parts of the south east are being urged to back a new campaign to save water during the drought.

The Beat the Drought campaign was launched at Bewl Water at Lamberhurst - the region's biggest reservoir - by eight water companies and the Environment Agency.

They have joined forces in a bid to persuade the public to use less water as the effects of the drought begin to bite.

The eight companies involved in the campaign supply water to 19 million people living in the south east.

They say they are having to cope with the driest period of weather since 1933, with only four of the last 16 months seeing rainfall reach normal levels in some areas.

The campaign aims to persuade the public and businesses to use less water to avoid supplies being cut to customers this summer.

The water companies - which supply an area stretching from Hampshire to East Kent and include Mid Kent Water and Southern Water - have created a special Beat the Drought website offering the public information about current water shortages and how they can help conserve dwindling supplies.

The average person uses 160 litres of water a day (50 per cent more than 25 years ago) and the website invites families to make a pledge to use less water.

Low rainfall over the last two winters has meant reservoirs and underground stores were not replenished this winter.

There has only been 72 per cent of average rainfall since November 2004 and Bewl Water was this week only 58 per cent full, compared to the 80 to 90 per cent capacity it usually is at this time of year.

Launching the campaign, Howard Davidson, regional director of the Environment Agency, said: "You have to go back to 1933 before you get a period as dry as the one we have been having."

Margaret Devlin, of South East Water, who chaired the launch, said if everyone in the south east turned the tap off while brushing their teeth it would save 380 million litres of water a day.

The campaign will feature cinema adverts across the region, a newsletter delivered to all customers and the website - www.beatthedrought.com