‘Love Water’ campaign launched to protect UK resources

A new campaign has been launched to raise awareness of the importance of water and to protect resources for future generations.

Led by more than 40 environmental groups, charities, water companies and regulators, the ‘Love Water’ campaign is designed to engage the public and encourage them to enjoy water and the environment.

While clean and readily available water is essential for health and wellbeing, as well as economic growth, climate change and population growth put increasing pressure on the water environment.

As the UK is facing hotter summers, there is also an increased risk of water shortages.

Sir James Bevan, chief executive of the Environment Agency (EA), gave a stark warning earlier this year that the country is approaching the “jaws of death” as parts of England are at risk of running out of water within 25 years.

Commenting on the launch of the new campaign, he said: “Most people agree that water is a precious resource but too often we take it for granted and don’t see how our actions have a direct effect on the local rivers, lakes and beaches we all care about.

“Our campaign intends to change that by urging people to use water wisely and to think before pouring cooking oil down the drain or flushing a wet wipe away.

“We know that everyone has a duty to preserve and protect water and the campaign will also work with industry, water companies and other regulators in the longer-term to cut down on wastage.”

The campaign, led by bodies including the EA, Water UK, Ofwat, National Farmers Union (NFU), and Wildfowl and Wetlands Trust (WWT), will feature various events and initiatives, such as beach and river cleans-ups and water saving projects.

“The ‘Love Water’ campaign is a great way to get the public to think about the link between the water we all use and the rivers and lakes that provide it and sustain our environment,” said Michael Roberts, chief executive of Water UK.

“But we also know the water industry must play its role which is why we have set out ambitious plans to reduce leakage alongside a new programme for helping the environment, which will see 8,000km of rivers cleaned and improved.

“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.”

Rachel Fletcher, chief executive at Ofwat, added: “We all have a part to play to protect and preserve this most vital resource. We look forward to working with partners within and outside the water sector to encourage everyone to do their bit and think about the value of water.”

The campaign’s long-term ambition is to call on businesses to make water-saving and pollution reduction part of their operational and corporate responsibility targets.

It is being launched as part of the government’s Year of Green Action, which aims to help people to connect with, protect and enhance nature.

Martin Spray CBE, chief executive of the WWT, said: “Every day in our wetlands we see the impact that poor water quality and quantity can have on wildlife. More than half of species in British freshwaters are in decline, with 13 per cent threatened with extinction including wading birds like curlew and plants like triangular club rush.

“We all need to make the mental connection that our water comes from and returns to the natural world – via our taps and drains – so it’s up to us to care for that water for the sake of all life, including ourselves.”