Waterwise has launched a month-long campaign to highlight the intrinsic value of water to help change people’s behaviour.
The Water Makes it Possible campaign will talk about the ways that water is indispensable to life and encourage people to rethink how they value it as well as tips on using less water.
“The public health advice on handwashing reminds us all how critical water is to life,” said Waterwise’s managing director, Nicci Russell, said. “And, there are so many ways in which water is infinitely valuable to us. That’s why we’re keeping the flag flying for water efficiency – unless we waste less, there’s a big risk that many of us, across the UK, will struggle to get access to water within our lifetimes. And we simply can’t live without it.”
The campaign will build on the momentum generated by the Water’s Worth Saving campaign that ran from July to September. More than 19 million people saw the campaign messages and 51 million impressions were generated across social media platforms. This drove 692,000 people to Waterwise’s website, and 725,000 people watched campaign videos.
The group previously noted a disconnect between people’s attitudes towards water in nature and that used in their homes. It said establishing an understanding and helping people see the benefits of saving water was key to behavioural change.
A report by Policy Connect launched today recommended ambitiously low targets for per capita consumption (PCC) that will require not only behavioural adjustments but also policy change and technology to realise.