“Water Wise” is Rand Water’s environmental brand. It is a campaign aimed at increasing awareness of the need to value water and to use it wisely. South Africa is a water stressed country, and the water resources are under tremendous pressure from a growing population, ongoing development, pollution, wetland destruction, alien invasive plants and the effects of global warming.
The amount of water available for use remains the same, and despite plans to increase storage capacity through the building of new dams or water transfer schemes, predictions are that the demand for water will outstrip supply by 2025. The only answer to this dilemma lies in changing people’s attitude and thus their behaviour to use water more wisely, and in this regard Rand Water’s “Water Wise” campaign is visionary.
The campaign has been forging partnerships and developing relationships for over a decade, bringing the “Water Wise” message to Gauteng and South Africa. Changing behaviour at this level requires an ongoing effort, both to spread awareness and to constantly reinforce the message.