In 1995 there were 11 million citizens in Spain who faced daily waterrestrictions. At that time there were also demonstrations and confrontationsbetween regions. In those years all the discussion was about how to build newreservoirs, the transfer of water that would be carried out, where to find thevast amount of money required to pay for all this... and a triple paradoxemerged: Spain had the world's third highest water-consumption rate perinhabitant, there was little water, and it was very cheap. 

This misuse of waterresources was part of a vicious circle: the lack of any regulations coveringwater-saving, government policies basedon increasing the supply,ignorance ofthe existence of water-saving technology enabling more efficient use of waterin the home (a survey carried out in Zaragoza before the beginning of thecampaign shows that about 60% of those questioned could not remember or wereignorant about water-saving strategies in the home), scant regard for thisresource as far as the public was concerned, as well as wastefulwater-consumption habits.

Preparing the information and marking priorities 

In the planning stage of this project, various priorities were defined with the idea of establishing the bases of anew water-saving awareness:To promote the information about simple saving technologies.

To create a collective challenge which would bring about the participation of all the agents involved in water-saving awareness.To create a water-saving city which would be an example to follow in the outside world.To save water without sacrificing comfort.

A systematic approach: all agents who are part of the problem would have to participate in the solving of that problem. The vicious circle would need to opposed by a virtuous circle which would create a synergy favorable to water-saving.

To carry out this project, the structure of participation was designed as follows: promotion partners, promotion businesses and collaborating concerns. The promotion partners were intended to include institutions whose role would require them to be actively involved in the campaign and would actively and financially contribute to its development. 

We also needed the support of the business sector connected with the manufacture of products which consumed and/or saved water. Finally, this campaign needed to be diffused among everybody in the city, and so concerns representing various collectives were required to take part in the project.

Formulation of objectives and strategies and mobilisation of resources

The project's purpose is to promote a new water-saving awareness, with arational management of this limited and life-giving natural resource.Specifically, the objective is a saving of 1,000 million litres of water in the homes of the city of Zaragoza in a period of one year. In addition, the final phase of the project will promote the awareness of water-saving measures in industry and for other urban uses (parks, gardens etc.) In order to achieve these aims, the project addresses the following essential topics: to introducec hanges in regulations and tariffs, to foster public demand for water-saving technology, to stimulate the water-saving technology market, and to train and inform the sectorAEs professionals.

The projectAEs activities are divided into six strategic measures for saving water:

the acquisition of new water-saving sanitary

equipment (w.c.AEs, taps, showers etc.);the installation of water-saving devices in old equipment;

the acquisition of water-saving domestic goods (washing machines and dishwashers);

the installation of individual hot-water meters in condominiums with centralised hot-water systems;

any other measure, device or equipment designed to save water (repairing leaks, recycling of household liquid waste etc.) and changing water-consumption habits.

Actions aimed at the general public. A publicity campaign was launched, whose objective was to inform the public of the project.This campaign consisted of advertisements on TV, radio and the press, leaflets, posters, advertising hoardings, advertising on buses and on Municipal poster sites. A help-line has been set up to inform people of all the technological devices available for water-saving in the home, and where they can be acquired.

Actions aimed at children and young people A specialised education programme has been developed. Resource packs for teachers to use with their students have been produced. Other schemes within the programme are: TheBig Book of Water, a book with blank pages for the city's schoolchildren to write their ideas; the Water Card, on which each student thinks up an image and slogan to convince everyone of the need to use this natural resource correctly; and the Water Savings Book, where, by comparing monthly water bills, the savings obtained are entered.

Actions aimed at large-scale consumers. We have approached large-scale domestic water users (hotels, restaurants, bars, gymnasiums etc.) to inform them of the environmental and financial advantages to be gained from saving water. Actions aimed at the business sector. With the business sector (professionals linked to home water-consumption: manufacturers, distributors, retailers, plumbers), direct marketing activities have been realised. One of these has been the "Mystery Shopper" campaign.

This consists of giving prizes to professionals who use water-saving criteria as part of their sales pitch.

The project was drawn up by the Fundación Ecología y Desarrollo -NGO-and presented to the European Union LIFE Programme in May, 1996. The project was approved in November, 1996. As a result of the previously-described recruitment of participants in the project, thefounding partners consisted, together with the European Union LIFE programme and the Fundación Ecología y Desarrollo, of the Zaragoza CityCouncil and the Aragón Regional Government. The campaign was also sponsored by a savings bank, Ibercaja. In addition, from the start, four companies, oneper technological sector, have been participants.The project has a budget of nearly 85 million pesetas. Just under 50% of the financing is being provided by the EuropeanUnion LIFE programme, with the rest being shared between the rest of the partners.

The process

There are two phases:Preparation phase: the realisation of a sociological investigation into the present state of water-saving awareness in Zaragoza; planning the structure of participation; identification, information, education and recruitment of professionals linked to domestic water-saving(manufacturers, distributors, retailers, plumbers); preparation of the publicity campaign and production of publicity materials; and the operation alorganisation of the campaign.Execution phase: (setting the campaign in motion for the general public): launch of the publicity campaign; defining collaborators' participation; setting up the educational programme; broadening the structure of participation by entering into agreements with new collaborating concerns; supplying large-scale users with information on water-saving and publicity materials (stickers); and the setting up of the water-saving help-line.

Response on the part of Zaragoza society has been highly positive. Mostmis givings have been expressed by the professionals who have received lesstraining, as is the case with plumbers.

Achieved results

Although the project, at the time of writing (April 1998) is not yet completed, it has already managed to bring about a change in the cityAEs water-consumption habits. Some of the results obtained up to this moment, through the actions of the various social actors, are evidence of this:General Public (citizens, large consumers, collaborators)There has already been a saving of 592 million litres in domestic water consumption, representing 60% of the final objective.The existence of agreements and pacts has made it possible for over 2,450 establishments and/or buildings with public washroom facilities to be involved in the campaign.Collaboration agreements have been set up with 143 concerns, involving some 92,000 adult Zaragozans. The Educational Sector 168 educational establishments, 428 teachers and 70,000 students are directly participating in the campaign's Educational Programme. The Administration
The plenary meeting of the City Council of 31st October, 1997, with all-party consensus, decided to set up a water-saving plan in the city, in both domestic and other urban uses.

The decision by the Mayoress' office not to raise the level of the Yesa reservoir, which was to have assured an alternative drinking water supply to that of the River Ebro.The Aragón Regional Government has urged all condominiums with central hot water supply, but without individual meters, to install them.The Business Sector

Over 140 establishments selling products related to domestic water consumption are collaborating in the campaign. This figure means that 65% of bathroom, ironmongery, plumbing, electrical household appliance and meter installation outlets are actively participating in the project.Three of the cityAEs property developers have decided to install water-saving devices in their new homes.Over 128 large and small firms are collaborating in the campaign.Plumbing and bathroom retail outlets collaborating in the campaign have seen a 170% rise in sales of their water-saving products.The Media 

90% of the media in Zaragoza are collaborating directly in the campaign.After decades of facing the water-shortage problem with policies involving increasing supply (more reservoirs), regional policy has effected a turn and now recognises that controlling demand is the course to follow. In fact, this April, the Mayor esshas decided that it will not be necessary to raise the level of the Yesa reservoir (something which had been mooted to meet the supposed growing demand in Zaragoza).

Participating in the project are key in stitutions and agents in water-consumption awareness: institutions (regional, local and central government), financial institutions, the business sector(manufacturers, distributors, professionals, large consumers), the educational sector (teachers, students), the media and society in general (associations, consumers).

Sustainability

This project seeks to increase water efficiency, and increase productivity. To do more with less, so that the city's water consumption can be met in the long term despite regular drought cycles.

This project is feasible because a new synergy has already been created. The interdependence of distributors, consumers, the administration and manufacturers has formed a perfect circle which favours the saving of water.Inertia, from this moment on, is actually encouraging a responsible attitude towater consumption.

The technological change being brought about enables water-saving to belong-lasting and sustainable in the long term.

Since a saving in water consumption also means a saving in money, altruistic motives for improving the environment join forces with purely financial motives, and this double motive is a guarantee of the continuity of the process.The project proposes the setting up of a municipal policy for water charges which will be a permanent incentive for water-saving. Of the savings obtained a proportion will be spent on maintain active policy supporting that process, only out of contributions from local bodies, without having to count on support from the European Union.The lessons learntFrom an analysis of the most significant studies carried out in domestic water-saving policies (Mexico, Frankfurt,Madrid, Boston etc.), the following needs were noticed:to unite a change in habits with a change in technology to involve all social actors who are a part of the problem and, therefore, a part of the solution.the importance of consciousness-raising in the educational sector.the involvement of the media, and an active publicity campaign directed towards the end-consumers, who are the ones who impose environmental changes on distributors and manufacturers.Translocation

It is possible to transfer the lessons to be learnt from the project to any city from North to South. One thousand million people have limited access to drinking water. Many Northern and Southern hemisphere cities have shown an interest in the project, such as Lisbon(Portugal), Málaga and Valencia (Spain), Cuzco (Perú) and León (Nicaragua).The basic criteria of the project are also those of the Plans and Directives of Agenda 21, the Habitat Programme, and theFifth European Union Programme, i.e. efficiency in the use of natural resources, shared responsibility between businesses, institutions and NGO's, creating a self-sustaining synergy, creating a new environmentally-orientated market, complementing technological, tax and cultural changes, etc.

The experience in numbers

Financial Profile1997 Total Operating Budget 43,2 Million ptasContribution of European Union: 15 Million ptas (35%)Contribution of Zaragoza City Council: 5 Million ptas (12%)Contribution of Aragón Regional Government: 7,5 Million ptas (17 %)Contribution of Ibercaja (savings bank): 10 Million ptas (23 %)Contribution of business sector: 5 Million ptas (12%)Contribution of Environment and Development Foundation: 0,7 Million ptas (1 %)1998 Total OperatingBudget 41,7 Million ptas

Contribution of European Union: 23,7 Million ptas (57%)Contribution of Zaragoza City Council: 10 Million ptas (24%)Contribution of Aragón Regional Government: 7,5 Million ptas (18%)Contribution of Environment and Development Foundation: 0,5 Million ptas (1%)