ALTHOUGH there is evidence that people in the river valleys in South Worcestershire are more switched on to the dangers of flooding than other parts of the country, the Environment Agency is warning that too many people are still ignoring the risks.

New research has revealed alarming levels of complacency among households at risk of flooding, despite the increasing frequency of flooding.

It was Easter 1998 that the Vale of Evesham was hit by some of the worst floods ever recorded after several inches of rain fell in 24 hours.

Homes and businesses were flooded along the Rivers Avon and Isbourne and scores of holiday caravans swept away as damage ran into millions of pounds.

That disaster prompted Wychavon District Council to set up a special team to take action where possible to alleviate the problems caused by flooding.

Barbara Young, chief executive of the environment agency, said: "Devastating floods do happen but there's a tendency for people to think it will never happen to them. The fact is it could and we just don't know when. People cannot afford to be complacent about flood risk.."

She said of those living in flood risk areas more than three quarters were unaware of the dangers and what they needed to do and a third had not checked whether their insurance covered flood damage.

As a result the Environment Agency was launching an eye-catching advertising campaign urging people to find out if they lived or worked in a flood risk area and how to prepare in case the worst happened.

Ms Young said: "While we can reduce the effects of floods through awareness, education and investment in flood defences, we can never prevent them.

That's why we're urging people to try to reduce the massive financial and emotional costs of flooding by being prepared for flooding."