Preventing water crises
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Preventing water crises

Using creativity to combat the wasting of water

How do you encourage people to use less water? This was the quandary that Denver Water hired the creative agency Sukle to help solve. Their cooperation has resulted in over a decade of spectacular advertising campaigns that have inspired the citizens of Denver to save water.

At the start of the campaign, their goal was to reduce water consumption by 22 percent in 10 years, but the creative adverts worked so well that the goal was almost reached in the first year: domestic water consumption in Denver, Colorado dropped by almost 21 percent.

Before designing anything, the Sukle agency conducted research first to determine their target audience: they chose eco-conscious people.

“We uncovered their sensitivity to
the concept of waste. That helped inform the campaign message:
Use Only What You Need.”

Later, they refined their ideas, using slogans such as “You Can’t Make This Stuff”, which reminded consumers that water-saving practices are important even when it rains a lot, since nobody can actually make water.

To accompany their carefully considered messages, the agency also used striking and entertaining visual elements to focus attention on wasting water.

For example they displayed the “Use Only What You Need” slogan on billboards leaving most of the surface of the scaffolding empty, and using only as much as was actually covered by the text. In another campaign, they compared three brains: those of humans, cows and grass. Grass doesn’t have a brain, and this prompted the caption “Grass if dumb. Water 2 minutes or less. Your lawn won’t notice.”

The “You Can’t Make This Stuff” campaign occupied bus shelters throughout Denver, and created the city’s first urban art show, featuring various spectacular and creative installations to engage people with the important message.

Photos: sukle.com
Further information: My Modern Met

Shaping attitudes the Danish way: free kayaking in return for picking up waste

Protecting our waters against pollution is in all our interests. It is no accident that an increasing number of initiatives are trying to engage society at large in taking part in the protection of the environment. The Danish NGO GreenKayak, for instance, offers free kayaking in locations around Northern Europe and all they ask in return is that kayakers should pick up waste they find in the water along the way.

The psychology of the waters

Many studies have shown that time spent in nature, fresh air and a green environment has benefits not only for our bodies but also for our souls and minds. In addition to mountains, forests and meadows, waterfronts are particularly attractive destinations.

50 foods that could save Earth

From cacti through algae and vitamin-rich flowers to drought-resistant root vegetables, Knorr and WWF have compiled a list of 50 nutritious foods whose consumption would be more advantageous for human health, while their cultivation would benefit our planet relative to our present dominant food sources.

Climate change on the catwalk

A number of fashion designers have reacted to climate change and its consequences with their collections shown at the Paris Fashion Week.

The five steps of saving water

Clean water is a great treasure, yet we waste a lot of it for no good reason: for instance, a dripping tap can waste up to 75 litres per day. It is our obligation to save water: it leaves more for others, and we can also save money.

How to avoid polluting the Earth with our clothing

The fashion industry is one of the most harmful for the environment: it wastes water, pollutes the air, encourages overconsumption, wastefulness and also produces massive quantities of waste. The damage caused by the monthly replacement of fast fashion collections on the shelves of fashion stores would fill a very long list. But how can we counteract it?

Overeating fattens ecological problems, too

Most people are aware that any unnecessary calories we ingest are detrimental to our health, but few consider that food consumed in excess of our real needs – and the energy, water and other resources used for its production – is of little utility, it is practically wasted.

Sustainable materials for the fashion industry?

The textile industry is one of the most polluting industries of all: it produces microfibres and chemicals and uses huge quantities of water while making 150 billion new articles of clothing every year. The environmental load caused by the fashion industry causes inestimable damage, and the best way to counteract that is to choose clothing made of more sustainable textiles. But where are they?

New perspectives for the feast table – or what on earth is insect marketing?

Food waste is a growing problem in developed countries. Massive amounts of perfectly edible food is thrown away because of merely aesthetic blemishes. The psychological factor behind the phenomenon is disgust, which may apply in relation to edible insects, as well. That attitude ought to be reconsidered from a climate protection perspective.

Washing tips to reduce the quantity of microplastics

In recent years, a new concept related to environmental pollution has gained wide-ranging recognition: microplastics. The term denotes pieces of plastic smaller than 5 mm resulting from the break-up of plastic items. During washing, clothing made of synthetic fibres sheds many microfibres that pollute our waters and damage our environment.