Media and an advertisement linkage regarding the South African and global water crisis:

Water shortages in Africa- the global water shortage or the world water shortage increases as the global population and the economy grows. Water shortages, particularly in South Africa have a direct impact on the cost of doing business, for example water shortages in and around Africa have resulted in many people not having access to clean and safe water or sanitation, crop losses, increased production costs which in turn burdens the numerous governments financially and in a number of cases seek food aid. (Carroll, C. (2007). Global water supply drying up as population grows. Available: http://environment.about.com/od/biodiversityconservation/a/watersupply.htm. Last accessed 16th April 2011.)

The water problem has become more apparent and has intensified dramatically, resulting in the water issue becoming a personal problem and concern for each individual dependent on water. Global awareness and education programs have been designed and initiated to promote water conservation and efficient usage, a number of print and social media campaigns have used the conservation of water as a driver and focus for current environmental campaigns. Influential companies around South Africa and their various partners have become stakeholders in these various campaigns and initiatives for water conservation. A number of campaigns relating to water conservation or other environmental issues both for public view and company employee view, serve to actively promote water saving and responsible use of natural resources. 

A number of campaigns that have been developed and established have aimed to target companies in an effort to adopt a water saving program in the workplace and the benefits thereafter, for example, the company will save costs and become a company of choice by applying with the environmental standards stipulated by government.  Water conservation campaigns are aimed to encourage the analysis of water consumption, encourage management to devise recycling methods, install eco-friendly equipment, revise cleaning methods, install automatic taps, as well as, educate and persuade the workforce to commit to preserving valuable resources like water. (World Water. (2011). World water Day. Available: http://www.worldwaterday.org/page/3241. Last accessed 18th April.)

The availability and quality of water is a global issue and has influenced the world in various aspects, as well as the way in which individuals live their lives and carry out their daily activities. The South African government, although it has taken a considerable period of time, has taken notice of this global environmental issue and with various departments such as the, the Department of Forestry and Water have developed a campaign that aims to raise awareness among South African about the role of water in social and economic development including the need to get citizens to change their attitudes towards water use, this campaign is known as the Water Week Campaign and is run to coincide with the World Water day on the 22^nd of March.  This year the World Water campaign and UN Water World water Day in South Africa, was initiated by the department of Water and Forestry in partnership with the UN Habitat, UN Water and the African Ministers Council of Water. The water week campaign is celebrated and funded by each municipality around South Africa on a yearly basis. The theme for the 2011 Water Week was Water for Cities and responding to Urban Challenge, because the water issue is a global phenomenon and concern organisations like the United Nations provide necessary input and interest in the South African Water Week.  The Water Week campaign is carried out by posters and advertisements in various newspapers put up by Municipalities, making the public more aware of the value of water and the need to conserve water, as well as, a number of meetings and conferences were held for government and international guests to converse on the matter. The water is universal and thus each country takes it upon themselves to create campaigns that will raise awareness amongst their publics. In each country environmental issues are constantly discussed and made aware of, as the only way in which to solve these environmental threats is to involve the whole population.  Environmental issues like the water availability issue, is of a global concern and thus governments across the world will be encouraged to constantly initiate campaigns that address the issues and create awareness. (Department of Water Affairs. (2011). Water Week 2011. Available: http://www.dwa.gov.za/events/events2011.aspx. Last accessed 18th.) (World Water. (2011). World water Day. Available: http://www.worldwaterday.org/page/3241. Last accessed 18th April.)

Campaigns such as the South African water week, are campaigns that aim to involve the public and generate awareness, brands and other businesses have tapped into the focus of these campaigns and have incorporated the environmental focus into their branded campaigns. For example, the Woolworths farming for the future and TASTE magazine campaign that included cooks Justin Bonello and Bill Granger travelling in and around South Africa meeting up with Woolworth’s suppliers and cooking with the various suppliers’ fresh produce. This campaign served to reveal that Woolworths has partnered with their suppliers to develop and only make us of the sustainable Farming for the Future practices which include responsible and efficient use of water.  Woolworths has pioneered the introduction of this approach to farming in South Africa, and an aspect to this approach ensures that farmers conserve water, use it sparingly and overall reduce their consumption, in an aim to encourage biodiversity without adding to the cost that consumers pay and ultimately have enough natural resources to grow enough food in the future. (Woolworths holdings limited. (2011). The environment. Available: http://www.woolworths.co.za/Caissa.asp?Page=ITB4_RHConText&Post=CO-Environment_Resources. Last accessed 18th April 2011.)

Campaigns like the Woolworths Farming for the Future campaign addresses the water issue in a subtle but effective manner, allowing suppliers as well as consumers the chance to support a brand that is genuinely concerned about the environment and the brand influence on the environment.  Campaigns that have been effective in communicating the water issue to the younger population is for example the Rocking The Daisies festival, although it is a festival the aim of the event is to promote a healthy, GREEN and sustainable environment and thus promote water awareness, the motto of the music and lifestyle festival is “party hard, tread lightly”.  The following is stimulated and advertised as one of the festivals Green Goals: “The use of water at the event should be done in a responsible manner. Participants and sub-contractors should be encouraged to implement water conservation principles.” The Rocking the Daisies festival has a sub campaign for the water conservations, the campaign is called FOR THE LOVE OF WATER, and this campaign is solely dedicated to creating a more aware and water conscious society. It is campaigns like these that are proactive and are taking note that it is of great benefit to target and educate the youth, the future generations about the environmental concerns now. (Rocking the Daisies. (2010). Greening. Available: http://rockingthedaisies.com/category/greening/. Last accessed 18^th. )

A number of brands functioning in South Africa have made a concerted effort to reduce their water footprint and educate employees on the importance of conserving such a vital resource.  Brands like Nestle and Coca Cola have adopted a new manufacturing and factory processes that require less water, as well as, introduced the use of water audits in order to comply and gain water stewardship recognition. The water stewardship is not a campaign or media driven advertisement but brands like Coke and Nestle set the bench mark for other brands to become water wise, as well as, become brands of choice for concerned consumers.  In a number of cases brands around the world have used social media campaigns and events like Rocking the Daisies to raise awareness and create proactive and informed communities.

Avis the car hire and rental brand/business and winner of the Climate Change leadership award 2011, posted an advertorial in the Mercury Newspaper on the 21^st of April, stating that they as a brand have appointed a Water management process, which now saves the company in excess of 100 million litres of water per annum. 75% of the water saved was due to recycling. Avis are aiming to become a “green leader” in the South African business landscape.  Brands like Avis are building sustainable practices in order to conserve the natural resources available and to become the brand of choice. Influential brand like Avis and the processes brands like Avis are adopting will provide the foundation for other brand and consumers to become more aware and educated about the global water crisis and thus try and develop sustainable solutions. (Avis. 2011. Embarking on a green journey. The Natal Mercury. 21 April. P. 11.)

Another fact to consider when discussing the global water crisis is the bottled water phenomenon and the influence bottled water companies and their marketing campaigns have on the global population and thus the populations’ perception on the water crisis. According to bottle water companies, bottled water is the way forward and the only solution to solving the fresh water availability crisis, however, although bottled water may relieve some countries from the decrease in availability, it is the plastic bottles, that the water is bought in, that are filling up landfills and polluting the natural environment. Bottled water is a worldly phenomenon and people around the world have been forced, through marketing campaigns and influence to trust, purchase and consume litres of bottled water.  In South Africa the consumption of bottled water has had a detrimental effect on the nature of landfills; it is through marketing that South Africans, who have an continual supply of good quality fresh water sources and thus drinking water available, purchase a considerable amount of water each month as they either, do not trust the water that is available or believe that consuming bottled water adds value to an individual’s social status from a health point of view.  

Marketing campaigns have been developed and initiated by governments, as well as , environmental groups to prevent people from purchasing and consuming bottled water in countries like South Africa, where water is of high quality and adequate to drink. Environmental groups have developed campaigns that highlight the link between bottled water and the landfills and thus the environmental damage. (United Nations. (2009).  Water: essential for life. Available: http://www.un.org/works/water/globalthoughts. Last accessed on 17th April 2011.)