DOHA: Al Meera Consumer Goods Company has launched a new campaign in a series of sustainability initiatives as part of its efforts to instil environment-friendly values across various segments of society.
The ‘Truth Bottle’ campaign is launched to raise awareness on wise water consumption in Qatar and the need to preserve the valuable resource as the country moves towards a sustainable future.
In local water statistics reports, research shows Qatar’s water consumption per capita is one of the highest in the world, at 500 litres per person in a day. Many similar studies point to the excessively high rates of consumption and the need to change behaviour towards water usage.
‘Truth Bottle’, conceptualised as a half-full Al Meera water bottle, is displayed at specially designed stands at Al Meera branches to engage with Al Meera customers.
Truth Bottle prompts customers to a micro site through a QR code, where they attempt to fill the bottle virtually. Through a ‘Fill and Share’ button, the campaign aims to raise awareness and spread the message to as many people as possible by reaching a target of 10,000 shares.
The bottle, half-full, portrays the large numbers of wasted water bottles left over in meeting rooms, cars and gatherings, calling for attention to the alarming fact of high levels of water waste.
Awareness platform
The online experience acts as an awareness platform on the issue of water usage in Qatar and its wider environmental implications. The campaign aims at encouraging a positive change in consumers’ behaviour while inviting every individual to question their daily habits.
In a statement, Al Meera said: “Currently, Qatar relies on seawater desalination as its primary source for drinking water as well as for use in agriculture, household and commercial purposes. Even with the use of treated water, our country’s fresh groundwater reserves continue to be overused.
It added: “Truth Bottle aims to bring this information to the forefront of conversation so that together we can start working towards a more sustainable future as a nation.”
The statement said: “What the current situation around the pandemic has taught us is how all our actions, as global citizens, are interconnected. What affects one person, affects the world. One action can start a wave. Similarly, we must work hand-in- hand as a community if we are to achieve long-term change towards sustainability.”