Water matters
Posted June 30th, 2010 byThe United Nations describes the current state of “our” water resources as a “water bankruptcy”. This water crisis has several causes and consequences:
• “Groundwater over drafting (excessive use) leading to diminished agricultural yields”
• “Overuse and pollution of water resources harming biodiversity”
• “Inadequate access to safe drinking water for about 884 million people”
• ” Inadequate access to water for sanitation and waste disposal for 2.5 billion people”
• “Regional conflicts over scarce water resources”
Aral Sea (1973 > 2004, source: UNEP)
Water shortages are already beginning to constrain economic growth in areas as diverse as California, China, Australia, India and Indonesia.
Therefore water stewardship has become one of the top business CR concerns. 52% of the 96 of business leaders surveyed by Ethical Corporation in 2010, rank water stewardship as one of their top five responsible business concerns. 99% of respondents believe that water will become more of a priority for businesses in the next five to ten years*.
In 2010 a poll** conducted by GlobeScan and SustainAbility, asked to 1,200 sustainability experts “What are the technologies or changes in behaviour which show the most promise for addressing water shortages over the next 10 years?”. The result is a list of 18 “best solutions to the global freshwater crisis”. Education is ranked as the first solution to this global crisis:
1. Education to change consumption / lifestyle
2. Water conservation technologies
3. Recycling / water treatment systems
4. Improved irrigation technologies / agricultural practices
5. Appropriate pricing / water rights markets
6. Energy efficient desalination plants
7. Water catchment / harvesting
8. Community-based governance / partnerships
9. Better government policies / regulations
10. Holistic management of ecosystems
11. Improved distribution infrastructure
12. Corporate water footprinting / sustainable manufacturing
13. International policy frameworks / institutional cooperation
14. Address pollution to improve quality of water
15. Public common resources / equitable access
16. R&D / Innovation
17. Water projects in developing countries / transfer of technology
16. Climate change mitigation
18. Population growth control
So, how do you actually educate people to saving water and change their lifestyle? We have compiled below a sample of creative campaigns which have tried to achieve this goal.
The Surprise Effect
(Sukle Advertising & Design for Denver Water, US 2006)
The Cynical Alcoholic
(Beluga Bar Ad, Intercontinental, India 2008)
The “Yes we can”
(Our water, our future, Victorian Government, Australia 2009 )
The Shock
(Charity : Water, US - UK 2009)
The Pragmatic (or The Good Excuse)
(Unknown)
The Good-Father
(Green Consultancy for Envirowise, UK 2007)
The Icky Ecologist
(Save water Flush less, Ogilvy for MTV Switch, US 2008)
The Creative
(Shorlisted for Best Press Ad, Best Outdoor, Best Art Direction GREEN Awards 2006, Let's beat the drought together, Thames Water - Mayor of London, UK 2006)
*http://www.ethicalcorp.com/content.asp?ContentID=6946
**http://www.circleofblue.org/waternews/2010/world/experts-name-the-top-19-solutions-to-the-global-freshwater-crisis/
Author: Caroline Martinot
