A new campaign by the European Commission counts the number of water balloons that can be filled with the water required to produce a hamburger -- thousands.

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.

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