The European Commission launched a new viral clip today as part of the “Generation Awake!” campaign, which alerts consumers to the dangers of unsustainable patterns of consumption. The video, part of the European Commission’s campaign on resource efficiency, aims to raise awareness about the environmental, economic, social and personal consequences of using resources unsustainably, and also to trigger changes in consumption patterns and behavior.
In this short clip, the commission shows how many water balloons can be filled with the 2393 liters of water required to produce a hamburger. The Commission also marks the start of a video competition in which fans are encouraged to make their own video clip demonstrating how much water is needed to produce any of these everyday products: coffee, chocolate, beer, a hamburger, or shoes. A dedicated website – imagineallthewater.eu – shows the amount of water used for producing each item.
A number of other activities will also be launched this year as part of the campaign, including a new section on the website looking at the water footprint of goods such as jeans, hamburgers or beer. A video competition open to the general public will be launched in September 2012, and live events will be organized to inspire people and drive behavior change in Italy, the Netherlands, Romania and Spain, in early autumn.