'Love Water' campaign launched

A campaign has been launched to encourage the UK public to help protect water resources for future generations. 'Love Water' is a campaign involving more than 40 environmental groups, charities, water companies and regulators; it seeks to raise awareness of the importance of water and the role everyone plays in protecting it.

Clean, healthy and accessible water is essential – not just for health and wellbeing, but also for economic growth. Population growth and the climate emergency are putting increasing pressure on the water environment. There is less available water in the UK than most other European countries, and the UK is facing hotter, drier summers and an increased risk of water shortages.

The average person in the UK uses 150 litres of water per day. 'Love Water' seeks to raise awareness of the small changes people can carry out that make a big difference. The campaign will feature events and initiatives, including beach and river clean-ups and various water saving projects, to engage the public and encourage them to enjoy water and the environment.

'Love Water' is also calling on businesses to get involved by promoting activities and pledging to save water and protect the environment by reducing pollution and waste. The campaign hopes that businesses will make water-saving and pollution reduction a part of their operational and corporate responsibility targets.

Michael Roberts, chief executive of Water UK, commented: “We all need to take action so that this country does not run out of water in the middle part of this century. Only by working together can we bring about the changes needed to ensure we have a resilient water environment now and in the future.“