Reckitt's Finish brand partners with WWF to launch Journey of Water global campaign in UK that aims replenish 500 million liters of freshwater over the next three years in the UK; Finish will launch limited-edition dishwashing pack to support restoration

Sample article from our Sustainability & Social Responsibility

June 10, 2022 (press release) –

HAVE YOU EVER WONDERED WHERE THE WATER FROM OUR TAPS COMES FROM?

In a recent survey of 6-10-year-olds in the UK, 26 per cent believe household water comes from the sea and 24 per cent say it gets delivered to their house. But in actuality, the majority comes from local rivers and reservoirs. And globally, it’s scarce! The UK could be facing a water scarce future in just 25 years.

In-line with our Sustainability Ambitions, we’re looking to educate consumers – and our next generation - about the journey of water and how they can save water at home. We’re looking at our impact across the whole water footprint - from sourcing, to manufacturing as well as consumer use, and in the communities where we work.

Journey of Water

Finish has partnered with WWF to launch the Journey of Water global campaign. This campaign looks to restore and replenish freshwater, while also educating consumers.

Launching in the UK today, this campaign marks an important milestone in Finish’s purpose journey.

What will happen during the campaign?

Finish and WWF are working together to replenish 500 million litres of freshwater over the next three years in the UK. Today marks the launch of year two.

Presenter and WWF ambassador Simon Reeve attended the ‘Journey of Water’ walk in Ingoldisthorpe, Norfolk. The purpose of the walk was to raise awareness of where our water comes from, how it links to freshwater environments and why they need protecting. 

Finish has also launched Water Heroes: The Journey of Water - a story from children’s author Catherine Coe, which tells the tale of the Water Wizard as he takes three children on an adventure to discover the sources of freshwater. 

Finally, a limited-edition Finish pack will be in stores later this month and for every pack purchased 15 litres of freshwater will be restored as part of the partnership. 

Partnerships with purpose

We have also launched the WWF partnership in Spain, Portugal and South Africa earlier this year with Sweden and Chile still to come! We’re also hoping to add more countries in 2023 to deliver even greater impact. 

Luis Ramirez, Global Brand Marketing Manager, Finish

FINISH IS A LEADER IN DISHWASHING SOLUTIONS AND OUR FIGHT IS TO PROVIDE SUPERIOR PRODUCTS TO STOP WASTING PRECIOUS WATER BY A SIMPLE BEHAVIOUR CHANGE: #STOPTHERINSE. WE ARE RAISING AWARENESS OF WHY SAVING WATER AT HOME IS SO IMPORTANT AND HOW HOUSEHOLDS CAN ACHIEVE THIS BY CHANGING SIMPLE DAILY HABITS.

PARTNERING WITH WWF ON OUR NEW CAMPAIGN ‘THE JOURNEY OF WATER’ WILL EDUCATE CONSUMERS THAT WATER DOESN’T COME FROM A TAP AND WE ALL PLAY AN IMPORTANT ROLE TO PROTECT IT AS WELL AS RESTORING VITAL FRESHWATER ECOSYSTEMS AROUND THE WORLD

To find out more about Finish and WWF’s partnership in the UK and to download the book visit here.

You can find out more about our Sustainability Ambitions here.

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Chelsey Quick
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