A major campaign has been launched to encourage the UK public to help the country to protect water resources for future generations.
'Love Water' is a campaign involving more than 40 environmental groups, charities, water companies and regulators that seeks to raise awareness of the importance of water and the role everyone plays in protecting it.
Clean, healthy and easily accessible water is essential for not only health and wellbeing but economic growth. Population growth and the climate emergency puts 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 an eye-watering 150 litres of water per day. 'Love Water' seeks to raise awareness of the small changes people can make to make a big difference to protecting our water.
The campaign will feature many events and initiatives, including beach and river cleans-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 through 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, one of the organisations involved, commented: ''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. 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.''
