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A Camel Campaigning across Europe

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20 November 2023

DEAR Support Team

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Posted on EU DEAR Programme: Development Education and Awareness Raising EU DEAR Programme Group

People & Planet – One in four people across nine European countries and Cap Verde thinks and talks about water scarcity and climate change. Thanks to a single camel.

The #WaterOfTheFuture camel campaign succeeded in reaching 125 million people across Europe. Launched by the DEAR project “People & Planet” on World Water Day 2022, the campaign camel calmly walks through a European city, observing how people waste water. “We are not camels. Without water, there is no future” is the slogan of the video advert that reached over seven million TV viewers - encouraging people to reduce water footprints.

The camel turned into the mascot of “People & Planet” activities that highlight water sustainability. He has inspired creativity and interest to examine hidden water and climate footprints. For example, since the campaign launch, young European citizens have engaged in several ARTivism activities inspired by the camel, and created sculptures through upcycled materials that raise community awareness on water sustainability.

Municipalities and NGOs used the advert to launch critical discussions about personal lifestyles and water consumption. 70% of “People & Planet” participants reported more motivation to take action to fight climate change. Many have pro-actively shared recommendations of how to reduce water in their school, municipality and beyond. Over 80% of those surveyed now consider climate change a more serious issue than they did before the project.

Watch the camel campaign video and visit the project website.

For an overview of DEAR Programme impact, read other Stories of Change.

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