The fresh2o Campaign is designed to draw attention to one of the most serious issues in the world today – the lack of freely available supplies of fresh water to all humanity. Its importance will not simply be confined to the personal or domestic arena but will influence politics and economics on a global scale.

Indeed the next wars are most likely to be fought over water in much the same way as previous ones arose over other scarce natural resources such as oil and food. But the impact of lack of fresh water is first felt as an intensely personal experience.