The reason for the new campaign, which promotes responsible use of domestic water, is not just the current drought period but also the arrival of the summer, when water consumption in San Javier jumps from 187.000 m³ to 350.000 m³

Mayor José Miguel Luengo highlighted the ability of the town of San Javier to make savings in water consumption, ‘not just in the farming sector, which pioneered the use of drip irrigation, but also in domestic consumption’. He made this statement during the presentation of Hidrogea's 'The Value of Water ' campaign by its CEO Javier Ybarra, at an event in the San Javier Town Council Chamber attended by schools and a number of local groups.

Ybarra highlighted the responsibility shown by inhabitants of San Javier, who in the period from 2008 to 2017 achieved water savings of 18.6%, making the average water consumption per inhabitant among the lowest in Spain. He further pointed out that water performance (water supplied to the network and registered water) is 89%, the best in Spain, as only 11% is lost in leaks and filtrations, well below the 30% national average for water loss.

‘The Value of Water’ campaign uses visuals to raise awareness among users of how much water they use in such common daily activities as washing the dishes, brushing their teeth, having a shower or flushing the toilet. To do this, it encourages users think in terms of 1-litre bottles to quantify the amount of water that flows from an open tap.

Advertising professional Jorge Martínez is responsible for the region-wide campaign, which features a bottle containing different messages onhow much water we use each time we turn on the tap. The public attending the event were given empty 1-litre glass bottles with different messages on them such as: one shower is the equivalent of 90 bottles; washing the dishes uses 75 1-litre bottles; and flushing the toilet uses 10 bottles. The presentation also featured an original musical performance, with an instrument made on nothing more than glass bottles filled with water and light.