Leicester shopping centre gets behind water conservation game

"There’s so much we can do to get shoppers to use water more sustainably and innovative communications like this are a brilliant way to reach people," said Nicola Duffy, Environmental co-ordinator, Highcross Shopping Centre.

Water sustainability
Population growth and climate change are putting an increasing strain on water resources and the environment around the world and the problem is expected to get much worse in the UK over the next 20 years. Getting people to change their behaviour about how they use water at home is seen as an important step in tackling this problem. For example, research by Levis shows that 45 per cent of water used in the lifecycle of a pair of jeans occurs during the wash-and-dry home care by the customer. Yet, a recent snap poll by GAP reveals that only one five people think they should personally be taking the lead in saving water. 

"The compound effect of making simple lifestyle changes, such as using water more efficiently in the home, or understanding which products are more water intensive than others, is significant, so we have commissioned the Water Explorer to get a positive and practical message across to make this behaviour change happen," says Trewin Restorick, ceo, GAP.

Despite the success of campaigns such as Ariel’s 'Turn to 30’, to get people to wash their clothes at lower temperatures, GAP says there is still limited communication on the topic from manufacturers and retailers and the Water Explorer is aimed at filling that gap.

Shoppers can find the Water Explorer outside the Levis store in Highcross Shopping Centre, where the shop will be giving out a pair of its 'Water-Less' jeans on the day.

The eco-interactive game will also be at the Start festival, Kew Gardens, on August 26.