Subject: Water

More specifically, clean water.

For us Canadians living in the land of lakes, rivers, snow melt and glaciers, clean water is an assumption. Tap water is clean and almost free to most Canadians. Kayaking on Georgian Bay offered me the luxury of simply dipping my cup overboard to quench my thirst.

So what are the social marketing messages related to water? Conserve? Reuse greywater? Collect rainwater? Install a low volume toilet? A tuna can of water on your lawn each week?

Yes, these are all typical messages for Canadians to hear: important environmental messages.

However, the real message we need to deliver is not about water (ab)use in Canada, but about water scarcity for the rest of the globe. Access to water—let alone clean water—is a luxury for millions of people worldwide.

Few resources could be considered so important for humans (and all living things) and yet the scarcity of water in many places makes it more valuable per litre than gasoline.

The real social marketing message to Canadians should be encouraging everyone in Canada to participate in some way to provide clean water to those in developing countries who need it.

Water conservation is important, but access to clean water is a necessity.

Here is my shameless plug for worthwhile organizations to support:
Watercan, is a Canadian organization that is dedicated to water and sanitation programs overseas.
Charity:Water, with a very much dedicated program to potable water (as compared to the more typical water and sanitation efforts of many international aid organisations).
WaterAid, a UK-based global charity which can be supported in Canada through Engineers without Borders.

If your are buying bottled water in Canada, be sure to purchase EarthWater where 100% of net profits support refugee water programs run by the UN Refugee Agency.

As an aside for online marketers, Charity: Water has a strong online presence that is worth a visit. They have a web design that is welcoming, professional, and motivational. I particularly like the staff listing page because it allows supporters to put a face to the work of the organization.

Next time you have a drink of water, consider a way you can support an organization that makes it possible to quench another's thirst.