DEWA launches ‘Be Water Smart’ campaign to promote rational use

Dubai Electricity and Water Authority (DEWA) announced the launch of the new ‘Be Water Smart’ campaign as part of its strategy to raise awareness on the importance of rational water consumption and the need to conserve natural resources.

The ‘Be Water Smart’ campaign will target the residents of Dubai in an effort to raise awareness on the negative impact of irrational consumption of water on the environment. According to estimates by DEWA, residential areas have the highest rate of water consumption at 57%, compared to 27% for commercial areas, and 3% only for industrial areas across DEWA’s customer base.

“In line with the vision of Dubai to reduce irrational consumption of natural resources and to provide sustainable solutions, we at DEWA implement numerous campaigns and initiatives to raise awareness on the importance of rational consumption. Given that 97% of the total water production in Dubai is through desalination, an energy-intensive process, the rational consumption of water in residential areas is necessary to achieve water savings, reduce fuel consumption, and in turn, carbon emissions,” said HE Saeed Mohammed Al Tayer, MD & CEO of DEWA.

“This campaign emphasises on raising awareness in residential areas in Dubai on the importance of rational consumption of this precious resource. There are numerous simple methods that can be followed inside and outside the house that can make an enormous difference. For example, filling the kitchen sink with water and using it to wash dishes instead of using running water could potentially save around 25 gallons of water per hour. These tips will be made available through the ‘Be Water Smart’ campaign to encourage residents to adopt them in their daily routines,” said Amal Koshak, Senior Manager of Marketing Communications of DEWA.

The campaign will identify simple methods that residents can follow to reduce water consumption, and make a difference to ensure a sustainable future for generations to come. These include promoting the use of efficient water fixtures such as water taps; shower heads equipped with flow reducers; considering the use of environmentally friendly home appliances; and regular inspection for water leaks in kitchens and bathrooms to further rationalise water consumption and ensure a sustainable future for coming generations.

The campaign targets residents of Dubai, especially the UAE nationals, through innovative marketing methods and visual presentations to encourage rationalisation as well as various media channels like television. The campaign will witness the appearance of Emirati stars Raziqa Taresh and Ali Salloum.

Environmental issues are DEWA’s key priorities to conserve natural resources for coming generations, in preparation for the World Energy Day, which will be held on the 22^nd October under the guidance of HH Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE, and Ruler of Dubai, in addition to representatives from over 54 countries under the United Nations, Arab League, and African Union.

DEWA encourages its customers to rationalise consumption by promoting the use of environment-friendly home appliances, and by launching campaigns and initiatives to contribute reducing irrational use of electricity and water, protecting the environment, and reducing carbon emissions.