Just A Drop to combat water ignorance

Water charity Just A Drop has launched a campaign to combat UK consumers' ignorance of global water issues.

Running water: taken for granted in the West
Running water: taken for granted in the West

The charity was set up by members of the travel industry to provide clean water to disadvantaged communities around the world.

Founder and chairman Fiona Jeffery said that UK consumers have a lack of understanding of the global problems with water, because they take having water on tap for granted.

'We need to awaken people's minds to the importance of water as a natural resource,' she said.

The charity has previously only marketed itself in the travel industry. It is now keen to attract a wider audience including heads of CSR at corporate firms, the general public and students.

It will reach out to people through the national, regional and trade media. It has also arranged a lecture on water issues, which will be hosted by Stephen Sackur, presenter of the BBC’s current affairs programme HARDtalk. It takes place on 29 April at the Royal Geographical Society.

Just A Drop allows companies to sponsor specific projects, which means they can track where and how their money is being spent. This will be sold as a benefit to CSR heads.

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