- Campaign aims to reach up to 20,000 households
- Campaign to assist in saving over 860 million gallons in the UAE ≈ 1,310 Olympic-sized swimming pools
Dubai, United Arab Emirates – March 21st, 2013 – Unilever, one of the world's leading FMCG companies and owner of global brands such as Lifebuoy, and Lulu Group, have launched today a joint water conservation campaign on the occasion of World Water Day.
Through this partnership, which is run under Unilever's “Water Savers” initiative, both companies aim to change consumer behaviour through a full fledged campaign. The campaign which will empower consumers by providing them with a set of educational and practical tools aims to reach 20,000 households and achieve water savings of 864,612,000 gallons. This is translated into water savings of the size of 1,310 Olympic-sized swimming pools.
Arijit Ghose, Managing Director at Unilever Gulf, said:” At Unilever, we have made the commitment to halve our environmental impact by 2020. However, if you look at the value chain of any of our products, only 5% of the environmental footprint is under our direct impact and 68% of it comes from the consumer. So we took on board the responsibility of partnering up with different companies, government entities and NGOs to help in reducing the environmental impact across the entire value chain of our products.”
“We live in one of the world's most water scarce regions. Yet, we have one of the world's highest consumption rates. For example in the UAE, the consumption of water is over 550 litres per person per day versus160+ litres per person per day globally. We are glad to have Lulu as a partner for this cause, as they share with us the same ambition of protecting our environment and creating a better life for all,” added Ghose.
'Sustainability and environment protection have always been a top priority in our CSR policy and we are extremely delighted in partnering with Unilever for this great initiative. I am sure that the shoppers at LULU as well as the residents of UAE in general will support this very important project. No where is the need to conserve water more pertinent than in UAE and awareness needs to be raised especially among the youth.' Salim MA, Director - Lulu Group International.
To entice the consumers, the campaign offers to pay their utility bills of up to three months should they reduce their consumption of water. For more information about the Water Savers initiative, please visit: http://www.facebook.com/watersaversME