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Human beings are made up of over 70% water, and so is the planet.  Water is systemic and part of everything we do including: health care; food and agriculture production; power generation; construction; transport and product development.
There is a clear consensus that there will be a fresh water supply-and-demand gap both globally and in South Africa. Recognition that this impacts us all, is an opportunity to unify and engage in collective action that inspires lasting behaviour change that is respectful of water as a source of life, mindful of water usage and prioritises water preservation.
FLOW aims to inspire action across all sectors of society, while reminding each of us that we have a considerable impact on ourselves, each other and the planet. It is our choice.
The unifying message of “For Love Of Water” communicates an understanding that, in order to nurture life, as human beings and as shared custodians of planet Earth, need to live and act for love of water.
Are you #forloveofwater?

By way of introduction

FLOW (For Love of Water) is an initiative connecting citizens, organisations, government departments, corporates, media, educators and others through a shared commitment to instill a deeper appreciation, understanding and respect for water.

FLOW inspires and enables lasting behaviour change with regards to water usage by facilitating and showcasing various water projects, design challenges, media campaigns, products, events, resources and information.

FLOW facilitates and enables awareness campaigns, education initiatives and innovative solutions, to the water scarcity and water quality issues experienced by many citizens of South Africa.

FLOW’s Core Goals are:

  • To create a deep appreciation and respect for water
  • To raise awareness that each human being has the right to clean, safe drinking water
  • To demonstrate solutions to current water challenges
  • To demonstrate how water can unify all sectors of society.
  • To support current water education & campaign initiatives.
  • To ensure that all people take responsibility for their right of access to water.

FLOW’s Platforms:

To support current water development and education initiatives FLOW will use various platforms to raise awareness and funds to fulfill our mission. These include:

  • Events
  • Film
  • Music
  • Viral campaigns
  • Endorsement license
  • Public Drinking Fountains
  • Educational and Development Projects

The need for FLOW

South Africa is a semi-arid, water stressed country, with an average rainfall of about 450mm, which is well below the world average of about 860mm per year.

It is estimated that, based on current usage trends, water demand will exceed availability of economically usable fresh water resources by 2025. The continuing trend in industrialization and urbanization of the population is expected to place further pressure on the country’s sources of water supply.

A further problem adding to this demand is water quality. Water quality is defined as water which is safe, drinkable and appealing to all life on earth. In South Africa the scarce fresh water is decreasing in quality because of an increase in pollution and the destruction of river catchments, caused by urbanisation, deforestation, damming of rivers, destruction of wetlands, industry, mining, agriculture, energy use and accidental water pollution. As the human population increases, there is an increase in pollution and catchment destruction.

Source: www.waterwise.co.za; ‘2011 Local Government Budgets And Expenditure Review’


Source – www.purerain.co.za

We are FLOW
Justin Friedman
Matthew Rosmarin
Catherine Barnhoorn
Rasada Goldblatt
How South Africa’s water is used
Water Usage Stats

Source: Department of Water Affairs (Strategic Overview of the Water Sector in South Africa 2010)

Agriculture / Irrigation60%
Municipal / Domestic27%
Livestock Watering & Nature Conservation3%
Power Generation2%


“Thank you” to these amazing companies and individuals for being in flow!