As part of Green Goal 2010, FLOW together with Celebrity SA and the City of Cape Town brought free, clean, drinking water to football fans along the Fan Walk and in the FIFA Fan Festâ„¢ at the Grand Parade.
The 2010 FIFA World Cupâ„¢ offered the Host City Cape Town a unique opportunity to demonstrate to the world its commitment to responsible environmental management, whilst improving the living environment and livelihoods of its people. It is also an opportunity to sensitise the local and international football community and fans to environmental issues.
scoring the green goal
Branded as â€˜Green Goal 2010â€™ Host City Cape Town committed to building the partnerships and coordinating the networks of action necessary to ensure that Team Cape Town and the Western Cape Scores green in 2010. One of Host City Cape Townâ€™s 2010 greening programme measures was to provide access to clean safe drinking water within fan areas. FLOW was approached in order to achieve this.
‘The FLOW water stations were created with a minimalistic style and approach drawing inspiration from the FLOW identity and messageâ€ said Warren Turner, the industrial designer for FLOW. ‘Their function as water dispensers required a completely hygienic and user friendly design form and aesthetic.â€
In total 33 FLOW water stations (10 Tower Units and 23 Lollypop stands) were installed along the Fan Walk and within the FIFA Fan Festâ„¢ for the duration of the 2010 FIFA World Cup South Africaâ„¢.
keeping fans hydrated
‘During the opening game in Cape Town around 1800 liters of water were consumed by fans from the nine For Love of Water (FLOW) stations installed along the Fan Walk on Greenpoint main road!â€ exclaims Graham Reid from City Water Works. ‘This really shows us the demand and appreciation for access to free clean drinking waterâ€.
‘Many fans who made use of the FLOW stations were highly complimentary on the initiativeâ€ said Justin Friedman, FLOW co-founder and Director of Greenhouse. ‘They were surprised and impressed that they were being provided with free drinking water – something which has become a rarity and yet is such a necessity. It is ironic that we have become accustomed to paying for bottled water when access to other sources is quite simple and safe.
We all hope that this model of providing drinking water in an attractive, visible, hygienic way will become repeated throughout the city, schools and other public spaces thereby providing a true legacy of access to our most precious resource long after all the games are finished.â€
water belongs to everyone
The South African constitution is one of the most progressive when it comes to ‘Right of Access’ to water, however the capacity to follow through still requires a lot of work from government and the private sector. For Love of Water (FLOW) is a national social benefit campaign which hopes to address this situation by instilling a deep appreciation, understanding and respect for water. It aims to raise awareness of water quality and quantity challenges on a national level while providing practical solutions to ensure that all are provided with clean safe drinking water.
Considering that both the planet and people are made up of over 70% water, yet only 1% of the Earthâ€™s water is potable, isn’t it time we all became For Love of Water?
For Love of Water (FLOW) is a national social benefit campaign to help instill a deep appreciation, understanding and respect for water. It aims to raise awareness of water quality and quantity challenges on a national level, while providing practical solutions to ensure that all are provided with clean safe drinking water.
FLOW is a Greenhouse initiative.
Greenhouse offers a safe environment for the activation of conscious ideas into reality.
We utilize connectivity, strategy, creativity and action to help raise awareness of green,
social and cultural issues.
In essence we develop authentic, transparent marketing and communication strategies
and build visual creative campaigns that encourage consumers, media, business and policy makers to help create a healthy sustainable society.