Fit to Drink

Fit to Drink is a pilot campaign aimed at promoting tap instead of bottled water to East London’s Muslim community. Delivered by LSx in partnership with Thames Water, the project works with the Muslim Women’s Collective, MADE in Europe and the East London Mosque to encourage behaviour change through a peer-to-peer social marketing campaign.

Between 1993 and 2010, the UK bottled water market (including water coolers), grew from just 580 million litres to almost 2.1 billion litres. This represents a vast amount of embedded energy in manufacturing and transportation, and also accounts for 1.5 million tons of plastic bottles being dumped every year, putting pressure on our landfills and posing a great risk to marine life.

Fit to Drink aims to:

• Gain insight into what influences East London Muslims to choose bottled or tap water
• Design a peer-to-peer social marketing campaign that reaches at least 5000 members of the community and visibly changes behaviour
• Implement a full impact measurement process
• Support Thames Water’s next steps and roll-out process, reporting and sharing of learning.

 'Evaluation Report',  insights into the methods and learnings from Fit to Drink

If you’re interested in finding out more, get in touch with Sumi Ejiri, Programme Officer on s.ejiri@lsx.org.uk or 0207 234 9400