The World Wildlife Fund launches PR drive to save water sources

The World Wildlife Fund is embarking on a comms off­ensive to draw attention to the damage done to freshwater sources around the world.

Saving water: The World Wildlife Fund
Saving water: The World Wildlife Fund

The charity, which celebrates its 50th anniversary this year, has joined forces with HSBC to set up the HSBC Climate Partnership, aimed at reducing the impact of climate change on people, forests, freshwater and cities.

WWF has shortlisted five agencies to help promote the cause. WWF head of press and media relations Benjamin Ward said: ‘We’re in conversation with a number of agencies that are pitching to support comms for one of WWF’s corporate partnerships foc­used on freshwater issues. We are not inviting interest from other agencies.’

The HSBC Climate Partnership is a five-year collaboration between HSBC, WWF, The Climate Group, Earthwatch Institute and the Smithsonian Tropical Res­arch Institute.

Recent work carried out by the initiative includes enc­ouraging Chinese fish farmers to employ sustainable aquaculture techniques to red­uce water pollution, and improving freshwater sources in China, India and Brazil.

More than 100,000 HSBC employees have taken part in the Climate Partnership.

Speaking about the CSR initiative last week, HSBC head of group corporate sustainability Simon Martin said: ‘As focus remains on the economic crisis, businesses are becoming increasingly aware of the financial benefits of
operating sustainably.’

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