Climateinfo's 30 seconds is Enough campaign has been targeted in particular at visitors to swimming pools. The aim is to highlight the importance of washing well, whilst at the same time reminding people that it is not necessary to play about with water.
The campaign slogan points out playfully how long you actually need to spend in the shower. Colourful and funny posters will make people think about their own washing habits. Watch the fantastic campaign video (in Finnish)!
Every Finn uses, on average, 155 litres of water a day, and of that about 40–50 litres is warm water. Heating water accounts for approximately 20% of the energy consumption of residential buildings (source: Motiva). Although the campaign is directed at swimming pools, the aim is to make Helsinki Metropolitan Area residents think about their water consumption outside swimming pools too.
About half of the water consumption of swimming pools comes from the shower areas. The other half is accounted for by cleaning of the water in the pools and necessary water level maintenance. If swimmers wash themselves well, the water in the pools stays cleaner, water is saved, and waste water management costs remain under control. Evolving technologies help with the management of the cleaning process, but the awareness and behaviour of customers and staff have the greatest impact on the end result.
Good results around the Helsinki Metropolitan Area
The campaign has visited various different swimming pools and sports facilities in Helsinki and Vantaa. Activities were launched for the first time in March 2013 in Helsinki with Urheiluhallit Oy. The campaign spread to seven swimming pools, at three of which careful measurements were taken for six weeks to establish whether the two week campaign had influenced visitors' water consumption.
The campaign posters and warning signs were spread throughout the shower areas and changing rooms, and with the help of divers, Finland's first underwater essay, written by Rosa Meriläinen, was mounted on the bottom of the Mäkelänrinne pool. Thought was also given online, as part of Duschpedia – launched as part of the campaign, to all the things you can do in 30 seconds. The positive campaign even ended up as the lighter note at the end of an MTV3 news report!
The water consumption measurements in spring 2013 revealed that the 30 Seconds is enough campaign had a genuine effect on people's behaviour. For example, at Malmi Swimming Pool water consumption during the week following the campaign was 8% lower than before the campaign.
The campaign was displayed at a number of swimming pools
Following the good results, the campaign went to dozens of swimming pools the next spring. Initially the posters amused visitors to all of the City of Vantaa's swimming pools. The campaign then returned to Urheiluhallit Oy's swimming pools and exercise facilities. At the beginning of summer 2014 the campaign materials decorated the walls of Helsinki Swimming Stadium.
During the campaign Urheiluhallit organised a vote on people's favourite poster. Victory was snatched by the cheetah-themed poster, which pointed out that a cheetah can run a whole kilometre in 30 seconds!
Visitors to the Swimming Stadium were given campaign-themed dishcloths at the beginning of the campaign. Over the course of a couple of weeks approximately 40,000 people visited the Swimming Stadium.
Watch the video of the underwater essay installation in the Mäkelänrinne pool (in Finnish).