Global water technology company Xylem has teamed up with Manchester City Football Club to launch ‘Be a Water Hero’, a new campaign to engage a new generation of water conservation advocates. Through a short film that showcases everyday instances of water use and complacency, the campaign calls on football fans to ‘Be a Water Hero’ and consider the impact that excessive water use has on society and our environment.
Global water challenges are continuing to escalate. In parts of England water supplies are at risk of running out within the next 20 years due to rising populations, aging infrastructure and the impacts of climate change. Currently in the U.K., more than 3 billion litres, or one-fifth of the daily water volume used, is lost to leakage each day, and the East of England faces a projected water shortage of up to 30 million litres a day by 2025.
Featuring Manchester City water heroes, including Raheem Sterling, Sergio Agüero and Alex Greenwood, the campaign urges football fans to become their own water hero by making smarter decisions about their water usage. The short film outlines practical steps fans can take to reduce their daily water usage. By following in the footsteps of football legends who are admired by millions, fans can take personal action to address the water issues in their own communities.
Xylem CEO, Patrick Decker, said, “Water is vital to both our human health and the sustainability of our communities worldwide. But escalating water challenges have put this important resource under threat. Raising awareness of global water issues is a critical step in our mission to solve water. This campaign represents an opportunity to engage and mobilise the next generation of water advocates and innovators. Xylem and Manchester City are shining a light on the importance of safeguarding this precious resource. Together, we have the opportunity and potential to solve the greatest water challenges of our time.”
Joseph Vesey, Senior Vice President and Chief Marketing Officer at Xylem, added, “By linking the impacts of water complacency to the relationships that fans hold with their football idols, we hope to encourage people to take practical steps to combat water scarcity. This campaign represents the next step in our multi-year partnership with the Club. Millions of football fans have the power to drive lasting change and create a more water-secure future for everyone.”
As part of its multi-year partnership with Manchester City, Xylem is working with Cityzens Giving, the Club’s global foundation initiative, to deliver clean water towers, WASH education, and sports and leadership training to communities around the world. To date, the partnership has provided access to clean water and WASH education to more than 11,300 young people in communities in need across India, Thailand, China, Australia and the United States.
Following in the footsteps of their favourite players, fans can make a personal pledge, ‘Be a Water Hero’ and learn more about reducing their water usage in easy everyday ways by visiting a dedicated page on ManCity.com. Manchester City Women’s Football Club stars Demi Stokes, Rose Lavelle and Alex Greenwood have already taken the pledge, as well as Manchester City Football Club’s İlkay Gündoğan Raheem Sterling and Sergio Agüero.