The national campaign "Water is life - don't waste it" starts this Friday, the 16th, in the Algarve, a territory that is currently the most affected by drought and water shortages and a region that in summer almost doubles its population.
The national campaign is launched by the Águas de Portugal Group (AdP), the Portuguese Environment Agency (APA) and the Regulatory Entity for Water and Waste Services (ERSAR), with funding from the Environmental Fund of the Ministry of the Environment and Climate Action, and is aimed at to raise awareness of the need to reduce water consumption, with a view to promoting practices that encourage its efficient use in the current context of drought and water scarcity.
The campaign warns of the importance of water and appeals to everyone to adopt behaviors that contribute to the good use of the resource: “An open faucet can consume 12 liters of water in just 1 minute. If each person wastes 1 minute of water a day in Portugal, that's 120 million liters of water, enough to meet the basic daily needs of one million people. Water is essential to life and deserves our full attention. Be more aware and avoid unnecessary expenses”, he stresses.
The campaign is developed nationwide, will take place in several phases, with communication and activations reinforced in the most critical regions, as is the case of the Algarve.
The campaign will run on different channels, including national and regional media, social media, outdoor advertising, ATM, transport and various actions in public spaces.
In the Algarve, the campaign will also involve awareness-raising actions on beaches, shopping centers and major regional events.
In this case, the initiatives will be promoted by Águas do Algarve, AMAL – Comunidade Intermunicipal do Algarve and Região de Turismo do Algarve and involve the involvement of different hotel and restaurant associations in the Algarve, which combine efforts to appeal to residents and national tourists. and foreigners who do not waste water.
The campaign materials “Water is life. Don't waste it.” they are available on the Water Portal to be used by anyone who wants to join this initiative.
Water, a precious commodity, essential to all aspects of life on Earth, is an increasingly scarce resource due to the effects of climate change. Therefore, it is time to act. There are structural solutions to combat scarcity that are being adopted, but we must all contribute to reducing water consumption, adjusting behaviours, making adequate use of the resource and combating waste.
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