Scottish Water launches Generation H2O by We Are Futures

3 November 2023

Scottish Water has launched a national campaign called Generation H₂O, aiming to empower young people across Scotland to become ‘responsible water citizens.’

The campaign will encourage young people to protect water through a multi-faceted strategy that strengthens Scottish Water’s reputation as a guardian of the natural environment as well as Scotland’s publicly owned water supplier.

Generation H₂O

The initiative, created by brand and social impact agency We Are Futures will be rolled out in November and features an animated character called Droplet who guides young people to celebrate and protect the natural resource.

Over time, the campaign uses video, educational material, youth ambassadors and community events to inspire young people.

Scottish Water hopes to reach 25% of Scotland’s schools in year one with free teaching resources including a Mission H₂O competition with prizes for students who successfully complete a week’s challenge to save water.

The primary lesson materials are aimed at 5-11 year-olds and will be linked to the Scottish Curriculum for Excellence for use in lessons on sciences, social studies, wellbeing and technologies.

Schools will be able to access videos and materials through the National Schools Partnership, a portal that We Are Futures has run for 20 years with 100,000 registered teachers.

Plans are underway for young people to be encouraged to take part in the initiative outside schools with a recruitment drive to find youth ambassadors to inspire their communities.

There’s a particular interest in working with young people in deprived, rural or island communities as part of a drive by Scottish Water to increase diversity and opportunity to all.

Ambassadors will receive training to become project advocates and co-create community events encouraging peers to get involved.

Mark Fawcett, CEO of We Are Futures, said: We’re delighted to be helping Scottish Water support the next generation to shape their future.

“The campaign is co-created directly with young with people in a partnership with Scottish Water to protect our shared environment.

“All together, Generation H2O create a positive business and social impact, delivering a lasting legacy for Scottish communities.

Lorna Neilson, senior project manager at Scottish Water, said: ‘I’m proud that Scottish Water is investing in the future of young people across Scotland.

“Thanks to everyone for their support and input along the way to bring Generation H₂O to life and the expertise from We Are Futures, experts in their field and a joy to work with.’