Catch the Drop is unquestionably a campaign about water; water consumption to be precise. But what is it exactly? How long has it been going on and why is it about such a sensitive topic? March 22nd has been designated as World Water Day, and we couldn’t think of a better day on which we could explain it all to you.

What is Catch the Drop all About?

Catch the Drop, Water, ilma
Photo retrieved from Catch the Drop Facebook Page

Catch the Drop is a wide-ranging water conservation initiative whose primary aim is not just of raising awareness but of fostering a proactive culture that understands the fundamental importance of having safe access to fresh water consumption.It’s about promoting a behaviour that achieves responsible and sustainable usage.

How Long Has it Been Going On?

Catch the Drop was officially launched in February 2011 by the Government of Malta, but in 2013 it became part of the International HSBC Water Programme; a five year $100 million partnership of the HSBC Group with Earthwatch, Wateraid and World Wide Fund.

How is Catch the Drop Structured? 

The campaign follows a four-year framework with the area of emphasis depending on the year in question:

2014: Water shortage

2015: Water consumption reduction

2016: Water harvesting in schools and local councils

2017: Establishing the long-term legacy of the campaign

The Campaign is Coming to an End. Business As Usual?

catch the drop, HSBC, ilma, water
Photo retrieved from Catch the Drop Facebook Page

Catch the Drop Campaign is coming to an end by the end of 2017, but since it wasn’t just about partnerships and and an environmentally-aware culture of thinking, the awareness is unlikely to fade away over the years to come.

Is this Just Another Campaign that Students Will Eventually Forget?

Hopefully not. The educational approach didn’t just involve your typical school-visiting activities whose fun element was just that of missing a monotonous math lesson or two. At the beginning of every year Catch the Drop invited schools and students to forward their proposals to win funding for water conservation projects.

What Results Can the Campaign Boast Of?

The following are some of the most remarkable results of the campaign:

  1. Some 50,000 students reached; considering the bottom-up approach adopted, this is an impressive number of individuals who are more conscientious of their water consumption and who can transmit their sensibility to others.
  2. About 500 HSBC staff volunteers involved; HSBC took the Catch the Drop Campaign under its sponsorship wing way back in 2013, and is practicing what it’s preaching precisely by involving a good proportion of its staff.
  3. More than 70 projects were carried out; Over three years, the campaign was spread by means of a good number of projects that have managed to filter through different levels of society ensuring extensive outreach.
  4. Almost 400,000 disposable water bottles saved per year; that’s almost one disposable water bottle per individual head!
Catch the Drop, Water, ilma
Photo retrieved from Catch the Drop Facebook Page

Catch the Drop campaign has toured numerous schools, welcomed politicians on board and produced some good promotional material too, not only to raise awareness but in hope of translating efforts into proactive, environmentally-friendly citizens.  The campaign is ending soon, but the achievements can live on forever; only if you start saving water and making wise use of it.

© 2017 – VIDA Magazine – Clifford Jo Żahra