TOOLKIT: Faith and Water (2015)

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Contents 1. Abstract................................................................................................................................................ 4 1.1 Key recommendations from communities ....................................................................................... 4 2. Introduction ......................................................................................................................................... 5 2.1 Background .................................................................................................................................... 5 2.2 Aim of the project .......................................................................................................................... 6 2.3 Behaviour change models ............................................................................................................... 7 2.4 Our approach ................................................................................................................................. 8 2.5 Overview of research Methodology .............................................................................................. 10 3. Religion and water use ....................................................................................................................... 13 3.1 Religion and water use ................................................................................................................. 13 3.2 Water use practices ...................................................................................................................... 13 3.3 Changing practice ........................................................................................................................ 14 3.4 Faith communities ........................................................................................................................ 14 4. Findings and Discussion ...................................................................................................................... 15 4.1 Water use by frequency ................................................................................................................ 15 4.2 Culture and Religion ..................................................................................................................... 15 4.3 Water reduction ........................................................................................................................... 15 4.4 Water Meters & Billing.................................................................................................................. 15 4.5 Trust ............................................................................................................................................. 16 4.6 Communication ............................................................................................................................ 16 Introduction to results ............................................................................................................................ 16 5 Anglicanism ......................................................................................................................................... 19 5.1 Findings & discussion .................................................................................................................... 19 5.2 Campaigns at a glance ................................................................................................................. 20 5.3 Behaviour Change Framework ...................................................................................................... 21 5.4 Pen portraits ................................................................................................................................. 23 6. Islam (Bengali) .................................................................................................................................... 24 6.1 Findings and Discussion ................................................................................................................ 24 6.2 Campaigns at a glance ................................................................................................................. 25 6.3 Behaviour Change Framework ...................................................................................................... 26 6.4 Pen portraits ................................................................................................................................. 30 Judaism .................................................................................................................................................. 32 7.1 Findings and Discussion ................................................................................................................ 32 7.2 Campaigns at a glance ................................................................................................................. 33 7.3 Behaviour Change Framework ...................................................................................................... 34 7.4 Pen portraits ................................................................................................................................. 36 Islam (Nigerian) ....................................................................................................................................... 37 8.1 Findings and Discussion ................................................................................................................ 37 8.2 Campaigns at a glance ................................................................................................................. 38

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8.3 Behaviour Change Framework ...................................................................................................... 39 8.4 Pen portraits ................................................................................................................................. 42 Pentecostalism ........................................................................................................................................ 43 9.1 Findings and Discussion ................................................................................................................ 43 9.2 Campaigns at a glance ................................................................................................................. 44 9.3 Behaviour Change Framework ...................................................................................................... 45 9.4 Pen portraits ................................................................................................................................. 48 10. Hinduism .......................................................................................................................................... 49 10.1 Findings and Discussion .............................................................................................................. 49 10.2 Campaigns at a glance ............................................................................................................... 50 10.3 Behaviour Change Framework .................................................................................................... 51 10.4 Pen portraits ............................................................................................................................... 55 11. Sikhism ............................................................................................................................................. 56 11.1 Findings and Discussion .............................................................................................................. 56 11.2 Campaigns at a glance ............................................................................................................... 57 11.3 Behaviour Change Framework .................................................................................................... 58 11.4 Pen portraits ............................................................................................................................... 61 12. Religious Calendar ............................................................................................................................ 62 Appendices............................................................................................................................................. 63 1. LSx ................................................................................................................................................. 63 About LSx ....................................................................................................................................... 63 What we do ................................................................................................................................... 63 2. Detail on Focus Group Discussion ................................................................................................... 63 3. Quantitative focus group results ..................................................................................................... 63 Contacts ............................................................................................................................................. 65

Key Judaism Anglicanism Sikh Pentecostalism Islam (Bengali) Islam (Nigerian) Hindu

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1. Abstract Our study on faith and water conservation has enabled us to develop a communication toolkit for working with faith groups from different cultural backgrounds. The toolkit is designed to help Thames Water (and other water companies) to inspire people to use less water as they cook or clean or use water any other way in their homes. A key reminder here is that people are less interested in water than we might like to think, our ambition is to create ideas that works with people’s daily routines based on what they really value, and comes from people that they trust.

We use a range of behaviour change mechanisms to support our research and analysis; the MINDSPACE model and Four E’s (Engage, encourage, exemplify and enable) have been most useful.

The toolkit covers the following:  A summary of some key defining features of the faith group, especially in relation to how they value water and the use of resources.  Barriers and key issues to be aware of when working with people of different faith.  Key faith teachings and values that can encourage relevance to water efficiency, including religious seasons and festivals that may be most appropriate for introducing water efficiency behaviour change programmes.  Some water saving campaigns, idea and key messages that could be well received with certain members (segment) of the group that will enable people to use less water as they cook and clean in their homes.  Identifying the most appropriate individual, institution or messenger to engage with their friends and neighbours and become exemplars in their community.

1.1 Key recommendations from communities Our study has produced a number of key recommendations from communities which will ensure campaigns run effectively with our diverse communities.

Recommendations include: •

•

• •

The range of cultural and religious values of communities across London are important when developing messages appropriate to the audience. Religious or cultural values may act as a barrier or obstacle to campaigns by resulting in inadvertent offense being taken to campaigns or messages. However, values can also be important drivers to motivate people to reduce their water consumption.

Care should be used when considering your audience. For example, when attempting to engage people on cooking methods it would only be effective to engage the older women in the household in some communities, as they are the member of the household to perform this activity.

Campaign activities should work alongside existing activities and events within the place of worship to ensure maximum outreach.

The religious leader in all the communities studied is instrumental to the success of any campaign run with religious groups across London. This is due to their ability to mobilise the community to attend events and participate in activities. Religious leaders are also able to motivate behaviour change by employing their spiritual 4

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knowledge to link water use reduction with scripture or religious teachings, building a strong motivation.

The organisation which delivers the campaign or message will contribute towards its effectiveness as different organisations were seen more favourably by each community. Potential delivery organisations include Thames Water, Charities or academics.

2. Introduction 2.1 Background London is a rapidly growing city, and is expected to reside 10 million people by 2030. The demands of an emergent population will put immense pressure on all essential infrastructure requirements and an increasingly dominant challenge to water companies, local and national government. In order to respond to this challenge it is important to promote water conservation and achieve a reduction in domestic water consumption. Therefore it is imperative to understand various ways by which people can be motivated to reduce their everyday consumption. Additionally, the implementation of water meter installation schemes across London has also brought into focus the need for people to reduce their water use and manage changes to their water bills as a result of metering. The rollout of smart meters across the majority of London’s housing stock over the next ten years will create the need for faith / cultural-specific engagement materials on water efficiency. It will also create an ideal opportunity for face-to-face high-quality engagement with both residents and community groups.

The Mayor’s Water Strategy has also raised the importance of safeguarding London’s resources across different communities, within an increasing population. This study was commissioned to help better understand how water use within some faith groups varies, and to work with local faith leaders to identifying where water saving messaging could focus.

Household water use

5%

4%

7% 30%

8%

Toilet Baths and Taps Showers Clothes washing Washing up Outdoor

13%

Other Drinking 12%

21% 5

To develop faith-specific water saving messaging and campaigns, we must first understand the values that underpin each community, the external influences and how social norms are developed. Faith and religion play a vital role in many individual’s lives and can act as a motivation to undertake efficient water conservation practices. Figure 1 shows the composition of different faith groups in London.

Figure 2: Religions in London Other 0.60%

Buddhist 1% Undeclared 8.6%

No religion 20.7% Christian 48.4%

Sikh 1.5% Jewish 1.8% Hindu 5%

Muslim (Islam) 12.4%

London Sustainability Exchange, together with UCL, has been working with the following faith communities in London to create water conservation/efficiency campaign messages, resources and activities that are tailored to the beliefs and practices of each individual faith.

• Anglican Christians • Pentecostal Christians • Bengali Muslims • Nigerian Muslims • Hindus • Jewish • Sikh These groups form a comprehensive representation of the city’s diversity in terms of religious and cultural plurality. Acquiring an insight into the role played by their cultural lifestyles and religious beliefs on water consumption in turn assists with developing a portrait of a typical Londoner and their relation with water usage.

2.2 Aim of the project The project aimed to focus on faith leaders and representatives to gain their trust and secure their active participation. The project also aims to develop communication strategies to share water efficiency information/ learning with the wider faith communities through creative engagement mechanisms, exploit the power of social networks within faith communities to cascade messages and sustain change.

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In developing and testing faith-based water-efficiency messaging in this toolkit – great consideration has been given to values that underpin each faith, how messages are disseminated through the community and how people engage across the universal segmentation model.

2.3 Behaviour change models Behaviour change is all about discouraging the bad, supporting the better and encouraging the best; assimilating water reduction into everything we do in the home.

Unless we all change the way we cook and clean so that we conserve water, we won’t be able to reap the benefits of improvements to our buildings and water infrastructure. This is because 1 we may experience the so-called “rebound effect ”, when savings made through technological advancement will be lost. An example of a rebound effect would be the driver who replaces a car with a fuel-efficient model, only to take advantage of its cheaper running costs to drive further and more often.

We use a range of behaviour change models, but all recognise that behaviour will not change due to awareness alone. Whilst we may not be physically addicted to use water the way we do, the way to support change has to be embedded into our everyday lives – the way we support addiction. The challenge of engaging and encouraging people to lead ‘greener’ lives – to conserve energy and water, reduce and recycle waste, etc - is a great one. A variety of factors influence an individual’s interest in an issue and intention to adopt a behaviour; these range from personal motivation, peer pressure, habit, social norms and convenience, through to the social and infrastructural context in which the behaviour would be conducted. Behaviour change theories and models try to interpret these factors and provide a pathway for policymakers and practitioners to effect behavioural change; for example,  Defra’s “4 E’s Model”2 provides a framework for behaviour change interventions built around; enabling, encouraging, engaging and exemplifying change. This endorses a social marketing approach to pro-environmental behaviours.

Engaging and encouraging -‘Social marketing is the systematic application of marketing – alongside other concepts and techniques – to achieve specific behavioural goals for a social or public good’ o Exemplifying and enabling - Communities tend to be built on social networks3. o

Gladwell4 contextualises this by identifying three types of people who have the power to produce a social epidemic through these networks around behavioural change. This builds on the Pareto principle5 where 80% of the work is usually done by 20% of the people.

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The National Social Marketing Centre has identified key features of social marketing through their Benchmark Criteria7; Customer or consumer orientation; Behaviour and

UK Energy Research Centre, The Rebound Effect: an assessment of the evidence for economy-wide energy savings from improved energy efficiency, October 2007 2 Sustainable Behaviours Unit, Defra. 2008. A Framework for Pro-Environment Behaviours’; 2008; Defra 3 Krebs, V and Holley, J; Building Smart Communities through Network Weaving; www.orgnet.com 4 Gladwell, M. 2002. The Tipping Point: How Little Things Can Make a Big Difference. Boston: Back Bay. 1

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Juran, J. 1941. The Pareto Principle or the Law of the Few. Common reference French, J., Blair-Stevens, C., et.al. 2006. Social Marketing and Public Health: Theory and practice . Oxford University Press

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behavioural goals; Theory; Insight; ‘Exchange’; ‘Competition’; 'Intervention mix' and 'marketing mix' and Audience segmentation 

This work complements the NICE (National Institute for Health and Clinical Excellence) guidance, Community Engagement to Improve Health, which identifies that an effective way to engage target audiences is to empower them to be involved in local decision making that affects them.



Throughout this project we have also taken into consideration findings from the Institute of Government’s research into behavioural influence.

The 9 key elements determined by the Institute of Government for creating robust campaigns or policies are:

2.4 Our approach Our behaviour change approach makes use of Defra’s 4 E’s model, Mindspace research and the National Social Marketing centre’s social marketing methodology to build a combined behaviour change approach. We have developed this to ensure that campaigns are developed which will have maximum impact. The Table below presents the approach we used in developing campaigns and faith community engagement strategies.

Figure 1: Our Fusion social marketing benchmark as set out by the National Social Marketing Centre and the London Collaborative

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NSMC. 2009. Social Marketing Benchmark Criteria tool. NSMC

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Benchmark

1. Build political and public support

Evidence that the campaign meets this benchmark Different demographics, structures at different organisations can lead to very different cultures Very often it is not through lack of will, but understanding of the issues and capacity to change that cause a campaign to fail

2. Behavioural goals: - explicit expression of what change will occur

Measureable behaviour goals identified before the campaign starts, establish clear indicators, and an understanding of the impact that this will have on the community. Social marketing rules state that the audience needs to be made aware of a specific ask.

- identification of monitoring and evaluation mechanisms

Regular feedback keeps people engaged and lets them know that their actions have made a difference (evidence from meter data in bills)

3. Involve/co design initiative with staff

There is clear evidence to suggest that campaign projects are more successful if beneficiaries or partner organisations have been brought through into the delivery.

4. Insight and segmentation:

Information gathered on lifestyles, motivations, attitudes and potential barriers of campaigns?

- into barriers and motivation of the target audience

It is very important to understand what lifestyle choices people are giving up in making this change, and therefore what the likely benefits are from joining in with the campaign.

- into how to target Messages, incentives, co production and reciprocity will have to be the approach to the adapted to different faith communities. values, interests and aspirations and drivers for the target audience?

- how have the target audience been enabled to make a change?

5. What behavioural change theories and approaches are informing this work?

Approaches adapted/modified to different communities dependent on the local circumstances (e.g. governance structure, cohesion issues, demographics).

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http://www.gsr.gov.uk/downloads/resources/behaviour_change_revie w/practical_guide.pdf 6. How have the target audience been empowered to engage with the project/co-design it?

7. Measurement/demon stration of impact

There is clear evidence that projects that empower and involve the community in the delivery will be more effective. NICE have conducted a review of how effective community engagement can be in health related projects, the report also indicates that community engagement can have a positive effect on other outcomes including regeneration. http://www.nice.org.uk/nicemedia/pdf/PH009Guidance.pdf What subjective and objective measures have been used to identify the impact this work has had? What results have these generated? What does this mean in terms of next steps? What has the learning from this process been?

Plan – Do - Review 2.5 Overview of research Methodology This study was conducted using the following approach:  Literature review Given the breadth of the subject matter and the multiplicity of beliefs held by members of each of the faith groups, efforts were focused on ‘grey material’, held by communities and faith groups themselves. The review addresses international best practice for water efficiency engagement through faith based communities, as well as environmental behaviour change programmes working with faith based communities in London. Through a systematic review, key links between teachings and motivations for water efficiency behaviours, key areas of faith relationship of leaders to congregants and size and qualities of communities were identified. This review was used as a basis for discussion with religious leaders and focus groups.

Faith

Religious Beliefs

Religious Practice

Attitudes Conservation

to

Islam

Water is both a Ritual ablution; Ghusl God dislikes excess or generative and (bathing), and Wudhu wastefulness. destructive force but (ablution for the 5 daily cleanses in its prayers). The tradition of destruction. public wells and fountains is seen as a means of ongoing charity after ones death.

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Judaism

Water purifies and brings life, whilst the scarcity of water or drought has been seen as a punishment in the Biblical context.

Ritual ablution: the washing of hands before a meal, ritual bath after contact with a dead body or the completion of a menstrual cycle.

Natural resources should not be wasted as they are finite and irreplaceable.

Christianity

Water purifies; once baptised, one is absolved of original sin.

Baptism- comprises of either complete immersion as in the case of the Pentecostal Faith, or the anointing of the top of the head as in the Church of England.

Natural resources should not be wasted.

People are responsible for stewardship of creation.

Sikhism

Scriptures preach an attitude of “oneness” between all living things with water being one of the elements that are considered to be God’s temple and abode.

Water purifies and sanctifies.

Bathing in any one of the 7 sacred rivers purifies the bather as they flow from Lord Vishnu’s toes. The confluence of two or more rivers is considered a sacred location.

Amrit

(sweetened holy water) is drunk, sprinkled and used for bathing and to perform initiation rites of Amrit Sanskar into the Sikh faith.

Preaches a harmonious co-existence with the natural world; no destructive or wasteful behaviour so as to achieve release from the cycle of reincarnation.

Water is used as part of the prayer rituals or puja and plays a critical role in funerary rites; water marks the perimeter of the funeral pyre and after cremation, the ashes are scattered in flowing water.

Hindus are expected to take a ritual bath first thing in the morning.

Respecting nature is part of a Hindu’s Dharma or religious duty thus any kind of destructive or wasteful behaviour is unacceptable.

Hinduism

 Focus groups with assistance from faith leaders and religious organisations, focus groups were organised which led to in-depth discussions about attitudes, values and behaviours towards water use and conservation. (Refer Appendix 2 and 3).  Formative focus group discussions were held at seven faith centres. Through these discussions the following topics were investigated:  An understanding of daily water use behaviour in the home and place of worship  Attitudes towards water use, and appropriate pathways to encourage water-saving behaviour  Extent of householder knowledge about / interest in water conservation 11

    

Opportunities / barriers they foresee in encouraging water conservation Opinions on smart metering Explore how best to communicate water efficiency through faith/community audiences.

Finding out who would be most trusted and influential to engage with the community

Second focus group discussions with each of the five faith groups were organised in order to test campaign concepts, options for various communication messages and any creative material developed.

 Feedback and constructive criticism provided by faith leaders Steering group meetings attended by community leaders provided the opportunity for feedback on the accuracy of interpretation of focus group research and allowed campaign concepts to be presented and scrutinised and improved upon.  Develop communication Toolkit After all focus groups and steering groups had taken place, all findings and criticisms were taken into account to develop final campaign concepts and the recommendations found within this toolkit.

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3. Religion and water use 3.1 Religion and water use

In a multi-cultural city such as London people use water in their homes in many different ways. Water using practices such as cooking and cleaning can vary widely between individuals, but may also be shared within cultural, ethnic or religious groups.

Changing water use behaviours to improve resource efficiency is made difficult by the fact that people rarely take note of water during their daily routines. Water use practices such as cooking, cleaning and bathing are often passed between generations and may have come from different parts of the world with different infrastructure and environmental conditions. Water use practices also change as people adapt to new technologies and infrastructure, different environmental conditions, and changing cultural expectations.

3.2 Water use practices

Water use practices are shaped by culture, technology and infrastructure, which interact to determine how much water people use in their everyday lives (Shove 2003).

Understanding these interactions is helpful in devising water efficiency programmes. For example, Figure 3 shows how water use for personal hygiene is shaped by cultural expectations of cleanliness requiring daily washing, the availability of a showerhead in a bathroom to enable showering as the preferred method of washing, and the continuous supply of water and gas to provide hot water for the shower. In turn, cultural expectations of cleanliness have increased with the availability of hot water and showers, creating a cycle of increasing demand for water as technology, infrastructure and cultures have changed Figure 3: Interactions comprising water using practices

Technology (showerhead)

Water use (for personal washing) Culture (expectations of cleanliness)

Infrastructure (continuous gas and water)

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3.3 Changing practice

Campaigns to improve water efficiency can draw people’s attention to water in their daily lives, working householders we find out how to reduce their use and improve the uptake of water efficient devices. In order to have a lasting impact water efficiency behaviour change programmes need to be based on an understanding of the everyday practices that are the basis of water use, focussing on how and why people use water and creating opportunities for change. Knowing how to use water more efficiently may be important to people who are concerned about their consumption, but for most people it is less important than knowing how to cook, clean or bathe in ways that are convenient, effective and culturally acceptable.

Thames Water’s universal metering campaign is changing water infrastructure in London, and will provide customers with more information about their water use. In order for this to lead to a sustained reduction in water consumption campaigns also need to address how this will interact with technologies and cultures that also shape water use in people’s homes every day. Understanding cultures of water use and the diversity of daily practice can inform and complement campaigns associated with universal metering to achieve maximum impact.

3.4 Faith communities

The diversity of faith-based communities in London is an important and much celebrated feature of the city. For many Londoners their faith is an important element of their personal and cultural identity. Faith can influence people’s behaviour directly through adherence to specific religious beliefs and practices, and it also provides a community and cultural context for a range of practices that may not have any specific religious significance. For instance, religious belief can be the basis of specific dietary restrictions or the symbolism of particular foods eaten during festivals, and people within faith-based communities also share recipes and food preferences which do not have any particular religious meaning. The interpretation of religious doctrine can also vary across cultural groups, so that in a multi-cultural community faith identities must also be understood in terms of ethnicity, which may link to countries of origin for migrant communities. For instance, religious and everyday practices can be significantly different for Muslim communities of Asian or African origin.

Water using practices such as cooking, bathing and cleaning are often shared by people who share faith and cultural identities. Water is an element of spiritual significance in all major religious traditions. Water is used in many religious practices. Faith-based communities can therefore be a useful starting point for understanding and changing water using practices to improve water efficiency.

Shove E. (2003) Comfort, cleanliness and convenience Berg, Oxford.

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4. Findings and Discussion 4.1 Water use by frequency 

 



Showering and bathing were the most frequently mentioned water uses across all focus groups (38 counts, just over 20% of all behaviours mentioned). This is roughly in line with the Energy Saving Trust’s (EST) Water Consumption by Use, with showering and bathing making up approximately two-thirds of one’s water daily water consumption.

Religious use of water was the second highest behaviour mentioned by frequency across all but one discussion group – the only mentioned religious water use in the Pentecostal group was how seldom water was used in this context.

By room: There were more mentions of water consumption in the kitchen than any other room. Across all groups a number of behaviours were discussed, the most frequent occurrences included washing vegetables, washing dishes, cooking, using the dishwasher, boiling water in the kettle.

Toilet use was only mentioned in passing in four of groups despite making up 22% of water consumption by use (according to EST data).

4.2 Culture and Religion  

Almost universally, cultural practices of water use were more commonly mentioned than religious observances.

While religion formed the basis for how individuals perceived water, culture shaped its use, from cooking (washing vegetables, poultry etc. – ‘there is a tradition of washing stuff until the water looks clear’) to personal bathing (‘they [my parents] say they would be cleaner with a bath, I try to tell them’).

4.3 Water reduction   

Using less water was seen as easy and commonplace for most participants.

Almost universal among the groups was the general understanding that it is a social and spiritual good to save water, especially in the case of climate change impacts such as drought and floods being felt in home nations.

Children and teenagers were seen as heavy water users across all but two groups (Jewish and Anglican) - ‘Children don’t understand waste or how to reduce water. Teenagers are bad as well, we tell them and well they don’t listen’

Local water conservation issues were not well understood in any groups. For most, water is not seen as an issue in London compared to home Nations - ‘We know that we have access to abundance of water, but back home water is scarce ’ 4.4 Water Meters & Billing   

Only three participants (across three different groups) had water meters installed and saw them as helpful for reducing bills and managing water use.

For the majority of participant’s water metering was seen as negative and leading to an increase in bills due to large family size.

Almost universally (excluding those who are metered) people were frustrated and confused with billing, and how they are calculated.

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4.5 Trust 



Trust towards Thames Water varied between groups, for some Thames Water were well trusted and seen as experts on the subject of water (‘It’s better when it comes from the experts’), while for others perception of Thames Water were less positive (‘the more water we use, the more money they make’).

Water leaks were discussed in three groups and seen as undermining individual efforts to save water

4.6 Communication   

Leaflets were seen as a dead medium to communicate with people.

Personal contacts were essential at both engaging and encouraging change.

‘Giveaways that supported change’ were seen as encouraging and welcomed.

Introduction to results The next sections explore the detailed findings by amalgamating literature research, focus group and steering group findings for each community group. The information can be used to help:  Develop web content which can be tailored towards the correct audience, allowing material to be targeted towards the segment which most commonly performs a specific water use behaviour.  Design and run campaigns which will effectively engage a wide range of communities across London. The information provided will allow you to be aware of; the varied motivations people have to reducing their water use, daily water use activities which can be focused on in each community, the most effective route to engagement. All these factors are essential to running or developing an effective and engaging campaign.  Help train staff on the specific needs and requirements of communities to assist in the delivery of home visits by Thames Water staff.

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Group

Behaviour change goal

Message

Motivation

Messenger

Target Audience

Anglican

1. Reduction in potable water used in gardening (Rain water harvested for use on garden / Droughtproof plants grown) 2. Water use reduction pledge during lent

1. Sermon and drought busting gardening workshop (You are the stewards of this earth) 2. Sermon and family activities pack (“Cherish the gift that others did not receive”)

1. Stewardship Vicar / Water Homeowner 2. Others are charity congregation less fortunate Families

Pentecostal

1. Reduction in water used washing dishes (using a bowl instead of running water) 2. Children turn taps off immediately after use

3. Cooking workshops 4. Plumbing workshops in church (invest in your child’s future)

1. Self improvement 2. Educating children

Water charity Homemaker / Thames Children Water Water charity / Teachers

Bengali Muslim

1. Reduction in water used for ablution (Wudu cups used) 2. Reduction in water used whilst cooking (bowl used for washing food instead of flowing water)

1. Sermon, reminding people of the spiritual significance of water 2. Cooking workshop 3. Tile sticker (save water “even if you are by the side of a flowing river”)

1. Religious duty

Imam Guest chef

Congregation Homemaker

Nigerian Muslim

1. Children use less water in the mosque (turn off taps) 2. Less water used during ablution (Wudu cups used / sense or push taps installed)

3. Workshops in mosque Madras 4. Sermon, reminding people of the spiritual significance of water (save water “even if you are by the side of a flowing river”)

1. Religious duty

Mosque teachers Imam

Children Congregation

Jewish

1. Reduction in potable water used in gardening (Rain water harvested for use on garden / arid plants grown) 2. Reduction in water used during festivals

3. Sermon and arid gardening workshop

1. working together

Rabbi Homeowner Water charity Family Homemaker

4. Sermons and activity packs (“working together to bring us together during special times”)

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Hindu

1. Reduction in water used during showering 2. Reduction in water used during washing up

3. Viral social media campaign (what will you do with your 4 minutes) 4. Cooking workshop

1. saving time 2. Spiritual significance

Hindu charity Young males Guest chef Homemaker

Sikh

1. Reduction in water used showering (shower gun used for washing hair) 2. Reduction in water used during cooking

3. Sermon and giveaway of show guns (God is in every drop) 4. Cooking workshop (Air, water, earth and sky are God's home and temple)

1. spiritual Temple significance of leader water Guest chef

Young people Homemaker

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5 Anglicanism 5.1 Findings & discussion Religious and Spiritual Context Land, Water and Air are God’s principal gifts making life possible on Planet Earth. They therefore need to be treated with utmost consideration under Anglicanism. This must be done for the benefit of all. They are common goods – meant to sustain the life of all.

The Book of Common Prayer condemns “our waste and pollution of God’s creation” and asks adherents to confess and renounce their self-indulgent ways of excess Consideration for those less fortunate is a strong trait among Anglicans and this is reflected in their attitude towards water conservation.

Key findings Water is being used in gardens to water plants, particularly in the summer months when there is also increased risk of drought. Festivals such as left and Easter provide prime opportunities for programmes “I use water a lot at my allotment and in my garden”

Motivations A sense of caring for those less fortunate acts a key motivator of water use conservation behaviour. Anglicans feel that they should not waste water, due to the fact that there are people living across the world experiencing regular drought and hardships caused by scarcity of drink water.

Anglicanism’s links with charity, particularly African focused charity, results in an increased awareness level of those with reduced access to drinking water. This has the effect of heightening consciousness levels around day to day water use.

“I would like to be able to store grey water, but it isn’t practical at the moment”

Barriers to consider It should be noted that commonly people feel that they are being accused by Thames Water of wasting water and would like to receive clearer information on how Thames Water is working to reduce their own waste through leaks. This will build a relationship in which people feel they are working with Thames Water to address a shared issue.

Messenger Due to Anglicanism’s links with charity, any campaigns or messages delivered on the topic of water conservation would be effectively delivered by a charitable organisation.

Working with vicars in churches will also be important as they are a central focal point of the community. The vicar has the ability to gather large groups of people together and inspire motivation to engage in a particular activity with great effect.

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5.2 Campaigns at a glance Activity aim – Reducing water use in the garden

Activity –  Workshops on making a “drought-proof” garden including which plants to grow, how to irrigate effectively, and water butt installation.  Workshops would be preceded by a sermon given by the vicar on the importance of water and the connection to God’s garden.  Activities would take place around Easter making links with new life and gardening. The opportunity for voluntary work would be created as younger people can assist older people in installing water butts.

Audience – 

Young adult and upward would be engaged at the church

Messenger –  Religious sermons would be delivered by the vicar  The practical workshop would be delivered from a member of a water charity.

Activity aim – reducing water use in the home during Lent Activity –  

In the lead up to Lent, sermons which discuss the meaning of lent will incorporate a water-saving element, highlighting the importance of water At the start of Lent, a workshop covering a variety of water saving practices will take place. People would be provided with a room by room pack of activities to try in their home with their family, through each week of Lent

Audience –  A range of activities will be contained within the pack with activities appropriate for all ages and household demographics

Messenger –  Religious sermons would be delivered by the vicar  The practical workshop would be delivered from a member of a water charity

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5.3 Behaviour Change Framework Benchmark Targeted behaviour

Potable water used to water gardens

General water consumption during lent and beyond





Fresh, clean water is used to water the garden, particularly in the summer months

Water saving campaign to be initiated at the start of lent and then maintained

“I use water a lot at my allotment and in my garden” 8. Behavioural goals

Explicit expression of what change will occur

Religious water use

/

Ritual

Using grey water to water the garden

Reduce water during Lent



Using a water butt to collect rain water for use in watering the garden or allotment





Create a ‘Drought busting garden’



Christians may be more likely to care for their gardens due to the biblical significance of pristine gardens (Eden)

“I would like to be able to store grey water, but it isn’t practical at the moment”

 

9. Public and political support Barriers



A water charity led initiative run through the churches around Easter weekend will promote the use of water butts for rain harvesting

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

Lack of understanding of how to install a water butt Misunderstanding about the purpose of a water butt

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

The trend of making resolutions can be utilised to prompt positive behaviour change in all aspects of their daily routine.

Anglican water use behaviours do not tend to differ from secular uses with the exception of occasional baptisms.

Anglicanism can be used to motivate change through stewardship and the consideration of others Churches are likely to be interested in spreading the message of water saving and have influence over the ‘flock’ There may be many other competing Lent orientated projects

“I am very conscious of the water in my water butt; I’m scared it will “make me ill. 

10. Insight and segmentation



Motivation Values, interests and aspirations and drivers

   

Messenger

   

Feel like they are being accused of wasting water Worries about the cost of procuring and installing a water butt (especially for the elderly) An awareness of those less fortunate is the primary motive Motivated by guilt to conserve water (many have volunteered in countries with water scarcity) Duty of stewardship to care for the world Increased awareness of resource scarcity in London will heighten sense of responsibility for the contribution towards scarcity and acknowledgement of role in reducing demand



Charitable organisations and the Church’s advice are well respected Anglicans support the importance of charity and are likely to take on-board the expressions of a member of a charity The vicar of the church will be listened to and their viewpoint twill be respected Messages will be delivered in the form of a water butt installation and purchasing workshop





  

Lent is a time of self sacrifice and a time when a lot of people, even if they are not Christian, chose to make positive changes to bad habits in their lives.

Awareness must first be raised that wasting water is a bad habit, in order for it to be considered as a habit which should be broken.

The message should be delivered in the form of a sermon given by the Vicar in the lead up or the beginning of Lent.

This should be accompanied by a workshop on general water saving practices, with the addition of freebies.

A ‘what we are doing’ page from Thames Water that reports on the actions taken by TW for performance improvements An activities book containing weekly activities to take part in throughout Lent including: Room by room water saving retrofitting

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-

Message

  



Engage



11. Behavioural change



 Enable

12. How the target audience will be empowered to engage with the project/co-design it?



   

All church attendees can be targeted by Vicars Sermons to incorporate the importance of water and how lucky we are compared to others. Vicar points out that we shouldn’t waste this blessing Charity worker follows up with general water saving tips workshop The activities book should focus on activities which are interesting to do as a household

Water saving tips Freebies distributed to attendees and information on how others can get freebies is distributed (most people don’t know you can get freebies on the TW website)



Linking water saving with Lent will encourage participants to frame saving water as a new resolution.

Water bills from TW can provide details of the organization‘s performance improvement in handling pipe bursts etc and therefore doing their part in water conservation.



Sustainable gardening competitions



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Younger members of the target audience may be able to assist older people in installing water butts where it is not possible for older people to carry installations independently.





Objective measures  Number of people engaged through workshops 13. Measurement/ demonstration of impact



“We should not waste what others do not have” Water highlighted as a precious commodity which should be cherished Sermon In line with Lent’s message of self sacrifice and changing for the better Water saving tips

 



Exemplify

 

Workshop given on installation technique and uses of a water butt Advice given on where to purchase water butts or make them from up-cycled materials Younger members of the congregation can be recruited to assist older people in installing water butts.

Tips on how to grow certain plants / vegetables incorporating water butts.

Providing dry condition seeds will encourage people to create a low water use / drought busting garden.



Encourage

“It is our duty to protect what god has given us” Workshop which shows people how to install a water butt and where to purchase one from cheaply Vicar gives sermon in the lead up to water butt workshop on the value of saving water for ‘God’s garden’ and pointing out that there are many people around the world with not enough water.

Homeowners will be engaged first by the Vicar with sermons which highlight the importance of saving water because there are others who are less fortunate and because of stewardship.

This will be followed up with a water butt installation workshop conducted by charity workers.

Activities can take place around Easter weekend as this is a time when people are looking to spring and growth.

Room by room behaviour change tips Activities for kids

Subjective measures  Increased understanding and willingness to reduce water use (surveys)





Participants can report back on how well they managed to save water over Lent and share tips with their peers Participants can be made aware that there will be a feedback session at the end of lent. This will make them more likely to maintain activities

Objective measures  Feedback on use of shower timers  Number of houses which retrofitted with shower heads  Number of people registered with social media site  Views, hit or shares on social media sites Subjective measures  Increased understanding and willingness to reduce water use

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5.4 Pen portraits Anglican gardener Audience • David, 50 • British born • Retired • Lives with his wife in South East London • Takes particular care and pride of his garden and enjoys growing vegetables and herbs • Has a reasonable view of Thames water • Is generally aware about water conservation • Has a water butt in the garden, however he has never got around to installing it and isn’t confident he’d know how • Gets his news from the broadsheet newspapers Messenger • A vicar of the church who gives sermon on the value of saving water for ‘God’s garden’ and can point out the water scarcity issues faced by the world in general • Charitable organisations such as Waterwise who can create increased awareness of resource scarcity in London and heighten sense of responsibility • Workshops led by a water focused charity will disseminate water butt installation skills and purchasing methods Anglican Lent Observer Audience • Matthew, 26 • British born • Works for a third sector organisation • Lives with his family in South East London • Attended church regularly as a child, but more occasionally as an adult • Still participates in major Christian festivals • Volunteers to help out at church events • Keeps up to date with the latest news via BBC online, Twitter and other social media • Has a reasonable view of Thames water • Generally aware about water scarcity in the world and the importance of water conservation • Can‘t see that London has a particular problem with water shortage as it is often raining Messenger • Outreach experts for a water focused charity such as Waterwise who conduct various water saving campaigns and have strong experience in engaging communities in water initiatives • Experts from Thames Water, charities and academics who can outline the water scarcity challenges faced by London and familiarize with UK/European water policies • Provides information free from political ties • Vicar of the church who provides sermon in line with Lent’s message of self sacrifice and changing for the better • Charity workers who conduct general water saving tips workshops

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6. Islam (Bengali) 6.1 Findings and Discussion Religious and Spiritual Context Water conversation is embedded in Islam – especially in the context of ablution, a physical and spiritual purification before prayer and worship.

With cleansing qualities both physical and spiritual, water is seen as blessing from God, whilst man is encouraged to make use of God’s bounty, he is discouraged from being wasteful. According to their teachings, Muslims must conserve resources and use only as much as they need and never in excess.

“Have you observed the water you drink? Do you bring it down from the rainclouds? Or do We? If it were Our will, We could make it salty.

Then why are you not thankful?” Quran 56: 68-70

“Ablutions are a big one because you can’t really range how much water you use

Key findings Ablution or wudu consisting of washing hands, mouth, nose, face, forearms (up to the elbow), head, ears and the feet, is an extremely important ritual and can be repeated several times before the five daily prayers. Taps are often left running during the Ablution process.

Therefore water use increases during periods of religious observance such as Ramadan.

Water use per household may be elevated due to large family size, traditional cooking methods, extended families and house guests (especially during Ramadan).

Motivations There is motivation and willingness to conserve water and reduce water use for religious reasons. These religious motivations are exaggerated in older generations.

Financial reasons would be a motivation for the mosques to change their infrastructure and/or the habits of their congregation

“I know I shouldn’t, but out of convenience I leave the tap running.”

Barriers to consider Religious use of water is compulsory for Muslims.

Some people (older people / small mosques) may be more difficult to reach, due to language barriers and distrust of organisations such as Thames Water.

Traditional cooking methods may be difficult to change due to the established nature of the habits. There are also concerns that relinquishing traditional practices will result in poorer hygiene (Not washing chicken would however improve hygiene standards significantly)

Messenger The Imam is a highly respected figure across all age groups and holds a high level of influence on all members of the community. High level support in the Mosque is important for the success of a campaign in the Muslim community. There is a general sense of distrust towards government organisations but wider public support can be built through social media and influential Muslim organisations.

Mothers and elders carry great weight in influencing their daughters’ cooking behaviours.

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6.2 Campaigns at a glance Activity aim – Less water used during ablution Activity –    

The Imam of the Mosque could lead informative talks on the importance and significance of water in Islam.

Wudu cups could be made available at the entrance to the ablution facilities and a practical demonstration given on how to use it.

Tile stickers could be placed next to the taps in the ablution facilities reminding users to use the Wudu cup instead of leaving the tap running.

Push or sense taps could be fitted in the ablution room.

Audience – Mosque goers of all ages will participate in the campaign

Messenger –  All sermons and practical demonstrations would be conducted by the Imam and mosque staff. Wudu cups should have only covert Thames Water branding.  Wudu cups and tile stickers can include the message o o

Allah says do not be wasteful “Eat and drink, and do not waste.

He does not love the wasteful”

Activity aim – Less water used whilst cooking Activity Cooking workshops will take place to share tips and tricks to reduce the amount of water used both in the preparation of ingredients and washing dishes.

Possible freebies include washing up bowls, kitchen tap aerators and spray guns.

Audience  Women within the mosque will be engaged by the campaign.  The engagement of middle aged women will be more effective as they are responsible for cooking in the home

Messenger Cooking workshops will be led by a guest (possibly celebrity) chef

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6.3 Behaviour Change Framework Bengali Men Benchmark Targeted behaviour

Ablution  Ablution or wudu consists of washing hands, mouth, nose, face, forearms (up to the elbow), head, ears and the feet, and can be repeated several times before the five daily prayers.  Leaving the taps running while performing wudu  Depending on facet and aperture, wudu can use up to 15 litres of water.

Showering  Showering involve extensive water use within this community due to large family size.  Showering appears to be culturally and generationally specific, where older (first and second generation) Muslims tend to take baths, younger (third generation) take (long) showers.

“I know that showers are better so I have a single shower everyday whereas my parents they say they’d be cleaner with a bath.”

14. Behavioural goals

“Ablutions are a big one because you can’t really range how much water you use, some people use so much water” Desired Behaviour Explicit expression of what change will occur



Religious / Ritual water use



 

  

 15. Public and political support

  

16. Insight and segmentation

Barriers

  





The target group will use minimal water (as little as 1 litre) to perform wudu in preparation for their daily prayers.

Wudu cups can be used to ‘measure’ the necessary amount of water.

Turn taps off when performing wudu.



Wudu is performed by any practicing Muslim in preparation for prayer five times daily, at home, work or at a Mosque.

Ablution, and therefore water use increases during periods of religious observance such as Ramadan.

Mosques contain ablution facilities for men and women comprising of rows taps and seats.

Mosques are symbolic and spiritually important for practicing Muslims and play an important role in influencing Muslims sense of identity, attitudes and behaviours.

High level support in the Mosque is important for the success of a campaign in the Muslim community.

Community centres and Muslim organisations can also be beneficial for educating and influencing practice of ablution.

Networks such as Council of Imams and Rabbis who have influence in several mosques can be engaged.

Collaboration with Islamic societies at Universities such as LSE, UCL, KCL (to mobilise young Muslims) Religious use of water is compulsory for Muslims.

Some Mosques have self closing taps which remain open for longer than necessary.

It will be very difficult to get smaller mosques involved in a water saving scheme due to language barriers and general distrust of organisations such as Thames Water There is a general distrust of outside organisations and authority figures, so it can be difficult to get the message to some communities Older generations can be difficult to reach due to language barriers and overall



  



Teenagers and young people use less water in shower either by reducing shower length or using intermittent water flow.

Use shower-timers to set a ‘four minute shower challenge’ Switch the shower off while lathering Take efficient showers instead of baths Bathing and washing are private behaviours distinct from religious practice, but embedded in cultural tradition and habits.

Religious duty to conserve water could be effective for reducing showering “The reason why my mum takes so long in the bath it is because the bath is her own time.”





While Mosques and community centres can be important for influencing Muslims behaviour, wider public support can be built through social media and influential Muslim organisations like MADE in Europe.

Mosques may be more influential to younger Muslims than other institutions such as schools.

“The idea of working with MADE in Europe or any other Muslim charities or mosques will help you”

“I do think that young people have more respect for their mosque than for their schools”     

Living in large families, young men regard time spent in the shower as one of the few moments of privacy.

Showering is a habitual and established behaviour.

Likewise, baths are seen as a solitary and precious time for elders, especially mothers.

Messages regarding showering must be done in a way that is respectful of Islamic and cultural ideas of modesty and nudity Religious messages could work for some but not others.

They may turn non-Muslims off to the idea if they think it’s connected to Islamic ideology.

A message given in a sermon for many would be dismissed or forgotten quickly.

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  



resistance to change behaviours regarding ablution or even household water Messages at the mosque may not reach as many women Generational, language, and respect barriers can be overcome if the message is given by the imam Crowding in mosques during ablution may cause many to forego good water saving habits, for example using provided wudu cups.

Religious messages should be away from “dirty” places such as the toilets



Timers should be larger or more aesthetically pleasing otherwise they would not be very useful.

 “I’ve specifically used that device (timer), it could work but it’s too small and it’s not very effective. It is incredibly small”

“But I think with any groups of people, they hear it once and the next week it’s out. How do you maintain that? I think that’s where you’d struggle a little bit.”

“...there are about 50 people needing ablution going at the same time.

The cup is not practical for them... I think that what all mosques should ideally have is not a timer but those motion sensitive water release thing

“Since all the water is recycled, it should never be an issue. What is it...70% of the world is made of water isn’t it? That’s why I don’t bother with going hardcore on saving water.”

The tradition in Bengali culture, the Muslim men respect the imam more than the average people who have brought up in this country and in our generation.

What’s interesting about the Muslim community is that there’s a difference between men and women, more men go to the mosque than women.”

Motivation Values, interests and aspirations and drivers

   

Of Wudu, the Prophet Muhammad said one must conserve water “even if you are by the side of a flowing river.”

The Prophet Muhammad performed wudu with just 16 handfuls of water.

Financial reasons would be a motivation for the mosques to change their infrastructure and/or the habits of their congregation The mosques reason for water or money saving would trickle to the congregation

     

There is a general motivation and willingness to conserve water among younger generations, though the reasons are not always immediately clear.

Reducing shower water use can be motivated by connecting it with having more time elsewhere in the day to do other things The use of shower-timers would not only limit shower length but help individuals keep track of time.

For homes that are metered, financial savings could be an important driver.

The religious connotations to water use are motivating and fairly well-known Some people are more inclined to listen to a serious, factbased campaign than a “funny” one. So fact-based infographics could work too

 “I know I shouldn’t, but out of convenience I leave the tap running.”

“The Prophet actually teaches that even if you are doing ablution on a running stream you shouldn’t use more than what is necessary. I think a lot of people either don’t know or they think it is something small”

[On water conservation in Islam]: “The concept is ingrained into them, It’s a really big theme in the Quran.”

That appeals to me more I think, if you’re talking about that morning routine cause that’s when a lot of people have showers, and that’s when time has value”

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Messenger



 

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 







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



The Imams serve as community leaders, and provide religious guidance. As such they are highly respected and influential within the Islamic tradition.

A message from the imam would be taken very seriously especially by the older generations Posters using religious quotes, terminology and imagery should be placed in the ablution facilities and are considered influential and important reminders.

Messages in native tongue of Bengali would be read by the older generations, and they would appreciate the effort. Also, older people are more set in their ways, therefore messages in Bengali will help to reinforce the message given by the Imam Male and female groups will need to be engaged separately by male/female champions respectively Fitting sensor taps or push taps in the ablution facilities would be effective especially during Friday prayers as large numbers of people try to use the facilities simultaneously.

Due to cultural/religious reasons, it may not be ideal for women messengers to engage with mosque representatives especially while dealing with smaller mosques Working with influential religious networks and Islamic societies of universities such as LSE, UCL, KCL is key to gaining collaboration and contacts Organisations such as MADE can frontend the campaign as they are perceived to be more trustworthy than government organisations.

Mosques can run competitions for young people and get them engaged (Younger generation potentially respect the mosque more than schools or public institutions) Videos on using less water for ablution would be very useful (similar ones are already available on YouTube). It could be made viral by involving prominent Muslim leaders (such as Timothy Winter from Cambridge University).

Using small amounts of water is not uncommon in other Muslim-majority countries, so there is a large precedent for conservative ablution habits

 

  

An online video campaign, infographics on Facebook, Twitter etc would be more effective for engaging young people than a leaflet.

Freebies such as shower heads, given out at mosques, should come with a clear poster or message that explains what they are. Mosques may not take the initiative to be sure that they are properly displayed or explained Organisations such as MADE, Islamic societies and religious thought leaders together would be appropriate messengers and would be well respected.

University or College Islamic societies would be ideal in reaching Muslim youth in schools Online campaigns need to have a website in conjunction with social media (facebook, instagram, twitter) “If you have an infographic people can scroll and it has words and pictures, within five seconds it captures my imagination and I click on it and listen to what’s going on – for me that’s more effective. I would appreciate if it’s more informative I know why we’re doing it.”

There are also some thought leaders if you could get them into your campaign like Timothy Winters he’s a professor at Cambridge University, if he was to feature in your video it would go viral.

“But you definitely need a poster or something with it [freebies], because mosques are notoriously lazy. I’ve seen stocks of things just there.”

“I wouldn’t trust Thames Water.

The more we use the more money they get.”

“If you could create a viral video like Kony 20121 everyone would watch it and learn from it.” “Right now we’ve got the ice bucket challenge, which is wasting a lot of water”

“If you had a video that captured different ways people used water but in smaller amounts, that would be really effective and would probably go viral”

“If you were to approach them, especially mosques that have certain mentalities, if you sent women over they wouldn’t engage”

[Regarding older generations]: “They are the ones that are likely to listen to the imam and listen to what he’s got to say about it. And listen to the hadiths and listen to what Islam says about conserving water”

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“As a general rule, the Muslim community distrusts anything government related or associated with government, and they always question that”

Message

    

“save water even if you are by the side of a flowing river” A reminder of the spiritual significance of water from the Mosque for ablution.

Save water in the Mosque and at home Education on why water saving is important locally Displayed in both Bengali and English for the older and younger generations “There is one [Poster in the toilets of the Mosque] about the running stream, that is good, I always sort of have that in mind because of that poster that I saw.”

    

 

A reminder of the spiritual significance of water from the Mosque for behaviour at home Save water in the Mosque and at home Education on why water saving is important locally A shower can get you just a clean as a bath Women would be more interested in the domestic implications of the campaign, such as the bills, finances, etc. A straightforward approach works well with housewives Bath once a week (for a treat) A fact-based message could be suitable, especially one with clear infographics that is clever but does not pander to the audience “I think you should stick with infographic, that’s what I recommend. You’d be surprised how much you can get across”

“If the Mosque would design something I would be more inclined to do it”   Engage

17. Behavioural change

 

  Enable  

Engage practitioners in informative talks, workshops and practical demonstrations of wudu.

Posters (in English and Bengali) can be placed in the ablution facilities to serve as a reminder and help reinforce behaviour.

Grab attention through videos showing how different cultures practice wudu with smaller amounts of water Promote infographics on Facebook, create Twitter page and also develop a website to engage younger audiences



Give out wudu cups that measure the amount of water to use when performing wudu for both personal and mosque use.

Give recommendations (talks, leaflets, posters) on how to perform wudu conservatively and efficiently Fit regulator taps in ablution facilities of the Mosque Link water conservation with saving costs (to engage the custodians of the mosque as it’s essentially a charity with limited resources)

  



Grab attention through an online marketing video or engaging campaign slogan.

Provide information on shower length, cleanliness of a shower and why water saving is important, especially for young Muslims.

“I really can’t keep track of time in the shower, anything like this [shower timer] will be welcomed.”

Give out shower timers to limit shower length Install a water meter to control water use at home Retrofit existing water equipment: fit water saving shower heads.

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  Encourage  

 Exemplify

Encourage congregation through inspirational speakers and involvement of Muslim organisations.

Messages in Bengali will help to reinforce the message given by the Imam especially for older generations Videos involving prominent Muslim figures Infographics and branding the campaign with catchy phrases



Lead by example, elders, staff and champions can set benchmark for ablution in the ablution room (it is important to have male and female champions on board).



Self-recognition of the ‘four minute shower challenge’ and competition could be effectively shared through social media.

Messages borne of the Mosque are influential to all Muslims.

Mosques could be engaged to design, support and propagate messages about ablution.



Young Muslims could be invited to take part in the design, development and proliferation of viral videos and social media buzz.

  

Shower timers were perceived to be fun, useful (for keeping track of time) and welcomed in homes.

Education around the cleanliness of a shower could also be beneficial; however sensitivities around comfort will likely present a challenge.

The idea of reward system is appealing – coupling this with social media could be successful.

Low-flow shower heads were perceived to give the same amount of water for less, and would be welcomed in homes.

 18. How the target audience will be empowered to engage with the project/codesign it?

19. Measurement/ demonstration of impact

 

Objective measures  Water metering (if installed) at the Mosque  Circulation of water saving measures (wudu cups) and means (leaflets, posters)  Total number of people reached.

Subjective measures  Increased understanding and willingness to reduce water use.  VoxPox and video diaries could be used to give feedback and track progress.

Objective measures  Water meters installed  Household bills and water use through metering  Circulation of water saving measures (shower timers) and means (leaflets, posters).  Views, hit or shares on social media sites.

Subjective measures  Increased understanding and willingness to reduce water use.  VoxPox and video diaries could be used to give feedback and track progress.

6.4 Pen portraits Bengali Muslim Male (Ablution) Audience • Muhammad, 40 • Lives with his 10 family members including extended family, in a terraced house in Tower Hamlets • Goes to the mosque thrice a week with his family • Does not trust or particularly like Thames Water Messenger • Imams who lead Islamic worship and serve as community leaders • Inspirational speakers from Muslim organisations • Mosque staff as exemplars for water conservation in the ablution room and provide practical demonstrations of wudu cups.

• Posters using religious quotes, terminology and imagery in Bengali • Online video campaigns, social media buzz to effectively engage young people

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Bengali Muslim Female (Home-maker) Audience • Saadiya, 27 • Lives in a rented home in Newham • Works at local council, goes to the Mosque three days a week • Married with a young daughter, lives with 10 family members including extended family • Assists in most of the household chores along with other female members of the household; prepares food for her extended family • Obtains most of her news from friends on Facebook • Has an awareness of the need to save water and scripture comments on using water sparingly, has an indifferent opinion of Thames Water Messenger • The Jagonari Centre in East London or a similar organization that can disseminate information in Bengali about water saving techniques in cooking , dishwashing and bathing at home • Older women and female staff in the ablution room who can provide practical demonstrations of wudu cups.

Bengali Muslim Young People (Showering) • Asif, 18 • Born in UK to Bengali parents who moved to London many years ago th • Goes to 6 Form college • Lives in a semi-detached home in Newham with parents (homeowners), grandparents and siblings • Shares a few household chores with family members • Active on social media such as Facebook, Twitter and gains most of his information from the internet • Leaders within younger male/female groups at local mosques who can combine water conservation messages with teachings of Mohammad • Guest experts in schools from the world of academia and charities • Engaging campaign slogans about shower timers and water saving shower heads • Social media buzz about the significance of water conservation and techniques

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Judaism 7.1 Findings and Discussion Religious and Spiritual Context Judiasm has an affinity with water. there are numerous references in the Bible where drought or the scarcity of water has been the punishment that God has sent whilst rain, an entity that causes things to grow being seen as a blessing Jewish water related rites include ritual ablution that may include the washing of hands and feet, or total immersion, the last of which takes place in "living water"; i.e. the sea, a river, a spring or a mikveh (ritual bath).

On a daily basis, hands are washed before a meal, especially when eating bread and on the Sabbath.

Key findings Water is used in the garden, particularly in summer and during preparations for festivals such as Passover Motivations There is a strong sense of pride and care for the family home and working cooperatively with the family to improve the home is important.

There is an awareness of the importance of making a positive contribution or minimising negative contribution towards environmental impact. This environmental and social awareness and sense of responsibility is likely generated in-part by the Rabbi.

Judaism incorporates a sense of duty of stewardship for the world, which underpins their motivation for water conservation. “We are always looking to limit our impact on the environment in various ways�

Barriers to consider The extent of water scarcity in London is not well known and therefore the link between the desire to reduce negative impact on the environment and society and taking action to reduce water consumption may not be made.

Messenger The Rabbi of a synagogue is well placed to deliver water conservation messages as they are likely to already be taking an interest in stewardship and the environment. The Rabbi is also well places to easily reach large numbers within the community

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7.2 Campaigns at a glance Jewish activity aim- Less water used in gardening Activity –  Workshops on how to install a water butt in your garden could take place in the Synagogue. The workshop would revolve around making an “Arid garden” including which plants to grow and how to irrigate effectively.  Workshops would be preceded by a Gardening Champion generating a Buzz around creating arid gardens. This would be followed up by a workshop delivered by a water focused organisation on how to install a water butt, and other arid gardening techniques.  Activities could take place around spring making links with new life and gardening.

Audience – Young adult and upward will be engaged at the Synagogue with the emphasis being placed on family cooperation during activities.

Messenger – Build up will be delivered by a Gardening Champion from the synagogue community, whilst the practical workshop will be delivered from a member of a water charity.

Q: What should the message be?

The opportunity for voluntary work will be created as younger people can assist older people in installing water butts.

Jewish activity aim – Less water used in preparation for Passover Activity –  In the lead up to Passover sermons will incorporate a water element, highlighting the importance of water and how to prepare for Passover without wasting water.  At the start of Passover preparations, a workshop covering a variety of water saving practices will take place.  People will be provided with a pack of activities to try in their home with their family, through Passover preparations.

Audience – A range of activities will be contained within the pack with activities appropriate for all ages to facilitate family cooperation.

Messenger – Religious sermons will be delivered by the Rabbi whilst the practical workshop will be delivered from a member of a water charity.

33

7.3 Behaviour Change Framework Benchmark Targeted behaviour

Potable water used to water gardens

Water conservation during festivities





Fresh, clean water is used to water the garden, particularly in the summer months



Behavioural goals

“My Dad uses more water in the gardening”

Explicit expression of what change will occur

Using grey water to water the garden

Reduce water during festive activities



Using a water butt to collect rain water for use in watering the garden Create an ‘arid garden’



Jewish people may be more likely to care for their gardens due to the biblical significance of pristine gardens (Eden)





A synagogue led initiative will promote the use of water butts for rain harvesting



Heavy engagement from the synagogue will be necessary to reach out to the community



Lack of understanding of how to install a water but



Link between water conservation and religious message may seem forced or insincere

7.





Religious / Ritual water use

8.

Public and political support

9.

Insight and segmentation

Barriers

Motivation Values, interests and aspiratio ns and drivers





There was a strong sense of pride and care for the family home and cooperation with the family Creating an Arid garden should be framed as an activity that all of the family can work on together Awareness of making a positive contribution or minimising negative contribution towards the environment







“We are always looking to limit our impact on the environment in various ways”

  

Water saving campaign to be initiated throughout festivities Water is used more heavily for cleaning and cooking during festivals

 

Less water used for cooking (bowls and plugs used instead of running water) Less water used washing up (Bowl and shower gun used) Water is used to clean the entire house and dishes thoroughly before Passover Jewish teachings link with environmental custodianship

There is a strong sense of pride and care for the family home and working together with the family An environmental and social awareness passed on from the Rabbi Duty of stewardship to care for the world “We should work together on this”

“It’s ok doing lots of washing because there are two of us”

An environmental and social awareness passed on in part from the Rabbi with a link to God’s Garden.

Duty of stewardship to care for the world Increased awareness of resource scarcity in London will heighten sense of responsibility for the contribution towards scarcity and acknowledgement of role in reducing demand “It’s hard to get any sense of a water shortage”

34

Messenger

 

Engagement will take place in the Synagogue Gardening champions within the community will generate a buzz around the project and build interest in other members of the Synagogue

 

“An environmental awareness has been in my mind from a while back (because of the Rabbi)”

“The rabbi of our community is quite environmentally conscious and particularly with water”  

Message

  

The Rabbi is well placed to advertise the workshop and generate interest and attendance Workshops will take place in collaboration between the Rabbi and a well known water related organisation such as Watermatic. The organisation will bring the skills and workshop structure necessary to teach people how to install water Butts, whilst the Gardening champion will sustain the momentum of the project. “working and learning together” Workshop which shows people how to install a water butt and where to purchase one from cheaply Rabbi gives Derasha (talk) in the lead up to water butt workshop on the value of saving water and pointing out that there are many people around the world with not enough water

The message should be delivered in the form of a talk given by the Rabbi Supplementary information showing ways of doing household chores using minimal water will be given out by the Rabbi

  

“Cherish the gift of water this festive season” Water highlighted as a precious commodity which should be cherished Water should be used sparingly when cleaning, showering, cooking as it is a precious commodity “Thinking about how much water we were using, we realise we probably use more than we should be”

35

7.4 Pen portraits Jewish Gardner Audience • Rachel, 29 • British born • Lives with her husband and young baby in an owned apartment in Finsbury Park • Works in the third sector part time and looks after her baby • Attends the Synagogue on average every two weeks • Active in community events centred around the Synagogue • Gets her news from the BBC Messenger • Gardening Champion from the Synagogue • Outreach expert for a water focused organisation who conducts various water saving campaigns and have strong experience in engaging communities in water initiatives • Experts from a water focused organisation who can outline the water scarcity challenges faced by London and familiarize with UK/European water policies • Provides information free from political ties Jewish (general) Audience • Natalie, 35 • British born • Lives with her husband and two young children in an owned terraced house in Finchley • Studies and cares for her children • Attends the Synagogue once a week • Enjoys participating in events organised by the Synagogue and other groups • Gets her news from the BBC Messenger • Rabbi Adam, 50 • British born • Interested in environmental issues • Works at the Synagogue full time • Experienced in delivering informative and engaging talks

36

Islam (Nigerian) 8.1 Findings and Discussion Religious and Spiritual Context Water conversation is embedded in Islam – especially in the context of ablution, a physical and spiritual purification before prayer and worship.

With cleansing qualities both physical and spiritual, water is seen as blessing from God, whilst man is encouraged to make use of God’s bounty, he is discouraged from being wasteful.

According to their teachings, Muslims must conserve resources and use only as much as they need and never in excess.

“Have you observed the water you drink? Do you bring it down from the rainclouds? Or do We? If it were Our will, We could make it salty. Then why are you not thankful?” Quran 56: 68-70 Key findings Large amount of water is primarily used in Mosque for ablution or wudu which consists of washing hands, mouth, nose, face, forearms (up to the elbow), head, ears and the feet, and can be repeated several times before the five daily prayers. Taps are commonly left running during the performance of Wudu.

Younger children (under 12) are seen as wasteful with water at home and in the mosque.

‘We pray five times daily and use the water and during Ramadan it is used heavily’

Motivations Saving water is considered as an act of worship to God and hence there is motivation and willingness to reduce water use. Younger children are easily encouraged by rewards systems at school and home which can be used to alter water usage habits.

Barriers to consider Religious use of water is compulsory for Muslims and within this group seen as a right. There is a general opinion of distrust towards Thames Water and water metering is not considered costeffective. Also a lack of financial motivation is prevalent in places with flat-rate water bills. Children are perceived to not understand sensible water use advice.

‘Consideration should be given to family young children and Muslims’

Messenger The Imam is a highly respected figure across all age groups and holds a high level of influence on all members of the community. High level support in the Mosque is important for the success of a campaign in the Muslim community.

Schools can act as primary source of information and encouragement for young children via activities, rewards and recognition.

37

8.2 Campaigns at a glance Muslim (Nigerian) activity aim – Less water used in the mosque Activity –  Guest experts could run workshops in practical demonstrations of wudu using minimal water  Wudu cups with printed religious message could be distributed  Posters and or tiles could be placed in the ablution facilities (quoting religious terminology and imagery)  Male and female champions could be present in the ablution room to encourage water efficiency  Flow control taps could be fitted in the ablution room  Link with existing adverts on Islam channel Audience – Messenger – Men and Women who regularly offer prayers at  An expert from a Muslim organisation such as the Mosque would participate in the campaign MADE could deliver workshops on practical demonstrations of wudu using minimal water.  After the initial classes, prominent male and female champions in the ablution room would continue to share skills and remind people  The Imam could provide a sermon on spiritual significance of water Muslim (Nigerian) activity aim – Children use less water in the home Activity –  Classes and workshops will run in schools  Sticker charts could be used at school and home to get children excited  Parents can be provided with materials to work with children at home to develop skills in water conservation.  Water saving shower heads and shower timers could be distributed  Teachings in madrassas targeted at children to invoke religious significance of water conservation Audience – Male and female children would be engaged

Messenger –  Schools that run activities to teach/encourage water saving outlook  Parents who use sticker charts to help children consciously monitor their water habits and be encouraged to do better  Madrassas involved in teaching religious importance of water

38

8.3 Behaviour Change Framework Benchmark Targeted behaviour

Water use in the Mosque  Water is primarily used in the Mosque for ablution or wudu which consists of washing hands, mouth, nose, face, forearms (up to the elbow), head, ears and the feet, and can repeated several times before the five daily prayers.  Depending on facet and aperture, wudu can use up to 15 litres of water.

Children (5 – 12 yrs) use of water  Children (under 12) are seen as being waste with water at home and in the Mosque/

‘Children don’t understand waste or how to reduce water’

Desired Behaviour Explicit expression of what change will occur



Religious / Ritual water use



 

The target group will use minimal water in the Mosque to perform wudu in preparation for their daily prayers.

Wudu cups can be used to ‘measure’ the necessary amount of water.

Turn taps off when performing wudu.



Wudu is performed by any practicing Muslim in preparation for prayer five times daily, at home, work or at a Mosque.

Water use increases during periods of religious observance such as Ramadan.

Mosques contain ablution facilities for men and women comprising of rows taps and seats.



Mosques are symbolic and spiritually important for practicing Muslims and play an important role in influencing Muslims sense of identity, attitudes and behaviours.

High level support in the Mosque is important for the success of a campaign in the Muslim community.

Community centres and Muslim organisations can also be beneficial for educating and influencing practice of ablution.

Religious use of water is compulsory for Muslims and within this group seen as a right.

Subsequently, the group were of the position that the Mosque and Muslim’s should pay a discounted water bill.

Some Mosques have self closing taps which remain open for longer than necessary.

There is no financial motivation to reduce their water use in the instance of flat-rate water bills Water metering is not considered costeffective, especially for the Mosque.





Children use less water Turn the tap off when not in use and do not waste water.



Children’s current use of water is not of religious significance; however religion could be used as an effective tool to teach children about sensible water use.



 



Children are educated at the Mosques.

Schools can act as important institution for influencing children’s behaviour.



9.

Public and political support

 

10.

Insight and segmentation

Barriers

    





Children do not listen to parents Children are perceived not to understand waste or sensible water use.





Parents ensure children use water sensibly ‘The amount of water they [small children] will use to wash their hands – you can use it to bathe’

8.

Behavioural goals

‘We pray five times daily and use the water and during Ramadan it is used heavily’





Parents will be motivated to improve child’s behaviour for social, environmental and religious reasons Drivers of self improvement and custodianship will also play a role for parents.

High level support in the Mosque is important for the success of a campaign in the Muslim community.

The group feels that families with young children should receive a discounted water bill Thames Water are not trusted

‘Consideration should be given to family young children and Muslims’

‘They [Thames Water] don’t consider our religious use of water, and we have to pay for it.’

39

Motivation Values, interests and aspirations and drivers

  

Messenger



   

Message

   

 While financial motivations might be lacking there is a religious incentive to reduce water use.

Of Wudu, the Prophet Muhammad said one must conserve water “even if you are by the side of a flowing river.”

The Prophet Muhammad performed wudu with just 16 handfuls of water.

The Imams lead Islamic worship, serve as community leaders, and provide religious guidance. As such they are highly respected and influential within the Islamic tradition.

Posters and or tiles could be placed in the ablution facilities, using religious quotes terminology and imagery.

Information posters displayed in the Mosque are considered influential and important reminders.

Male and female groups will need to be engaged separately by male/female champions respectively Link with existing adverts on Islam channel which convey water saving messages.

“save water even if you are by the side of a flowing river” A reminder of the spiritual significance of water from the Mosque for ablution.

Save water in the Mosque and at home Education on why water saving is important locally





 



   

“I wouldn’t trust Thames Water. The more we use the more money they get.”



11. Behavioural change

Engage

 



Enable

 



For young children sticker charts can be placed in the Mosque, at schools or at home. Children are awarded stickers if they remember to turn the tap off / use water wisely.

Parents can be taught skills in accountancy and plumbing. They can in turn impart their practical knowledge to their children and link it directly with water conservation activities.

Young people can be taught about the significance of water use in Islam at Madrasas.

Reminder sticker to put by the sink at home and in the Mosque.

For older children, apprenticeships and work experience could be offered that tie to water conservation.

Shower-timers could be given out.





Parents are motivated to help their children improve their behaviour and lifestyle and develop skills.

Accountancy training and activities which link with water use may be a route to subtly inject water saving into other subjects which are of interest. Homework activities which require parent assistance will ensure cooperation.

Parents can be provided with materials to work with children at home to develop skills that link to water conservation.

‘Even if they [Thames Water] put a leaflet through the door, they don’t come back and tell us the action they have taken, and even if they don’t do that you need to see that your bill goes down’ 

“develop your skills and stop those leaks” Education on why water saving is important locally Turn the tap off after you wash your hands and brush your teeth Skills development



Reminder of the spiritual significance of water Save water in the Mosque and at home

If they [Thames Water] send out a survey, they should put a column there to see if they have young children or old age pensioners’

Engage practitioners in informative talks, workshops and practical demonstrations of wudu.

Install sense or push taps Posters can be placed in the ablution facilities to serve as a reminder and help reinforce behaviour.



Give out wudu cups that measure the amount of water to use when performing wudu.

Give recommendations (talks, leaflets, posters) on how to perform wudu conservatively and efficiently Fit regulator taps/sensor taps in ablution facilities of the Mosque







Activities in the Mosque coupled with a schools programme and home programme.

Plumbing workshop



Training, talks and workshops for parents and children alike.

Educate children over water use.

Give out reminder stickers to place at home and in the Mosque.



Retrofit existing water equipment: fit water saving shower heads.

40



Encourage congregation through inspirational speakers and involvement of Muslim organisations.



Encourage  

Lead by example, elders, staff and champions can set benchmark for ablution in the ablution room (it is important to have male and female champions on board).





Messages borne of the Mosque are influential to all Muslims.

Mosques could be engaged to design, support and propagate messages about ablution.



Exemplify

12. How the target audience will be empowere d to engage with the project/codesign it?

13. Measurem ent/ demonstra tion of impact



Objective measures  Water metering (if installed) at the Mosque  Circulation of water saving measures (wudu cups) and means (leaflets, posters)  Total number of people reached.

Subjective measures  Increased understanding and willingness to reduce water use.  VoxPox and video diaries could be used to give feedback and track progress.



Shower timers were perceived to be useful (for keeping track of time) and welcomed in homes.

Stickers and rewards could encourage younger children For younger children, stickers and prizes can serve as demonstration of sensible water use.



Parents can encourage children and help develop skills.



Lead by example, parents could set benchmark and remind children of their duty to use water wisely.  Demonstrate (where possible) financial savings.

Young children could act as ambassadors to other children.

Parents and children can work together to develop skills

Objective measures  Water meters installed  Household bills and water use through metering  Circulation of water saving measures (shower timers) and means (leaflets, posters).

Subjective measures  Increased understanding and willingness to reduce water use.  VoxPox and video diaries could be used to give feedback and track progress.

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8.4 Pen portraits Nigerian Muslim (Ablution) Audience • Saheela, 39 • A married mother of three, including one teenager and two younger children • Lives in a rented council flat on an estate in Lewisham • Occasionally volunteers at her local Mosque • Lives with her husband, parents, and three children • Does most of the household chores for the family including cooking and laundry • Does not trust or particularly like Thames Water • Thinks she should be paying less for water because she has a large family and her religious and cultural practices demand high water consumption Messenger • A Nigerian Muslim Imam at a London Mosque with Nigerian or mixed congregation (Old Kent road) • A community leader familiar with the needs, problems, and culture of the local Nigerian community • Inspirational speakers from Muslim organisations who can connect water saving with the teachings of Mohammad • Posters using religious quotes, terminology and imagery • Leaders within male/female groups in the ablution room, who can engage both groups separately using informative talks, workshops and practical demonstrations of wudu cups Nigerian Muslim Young People) • Afrah, 10 • Lives with parents, 3 siblings and grandparents in a flat in Southwark-Peckham • Goes to local school and is a well performing pupil • Attends religious education sessions at her family mosque • Is exposed to technology at school such as videos and other ICT software • Is easily encouraged by the idea of reward systems • Readily takes on the message of ‘saving the planet’ Messenger • A school teacher who uses sticker charts, competitions and homework activities to inculcate water saving practices • Guest experts in schools from the world of academia and charities • Social media and viral videos • Parents who can use ‘reminder stickers’ around the house and reward/encourage reduced water usage for daily activities • Religious teachers at mosque to teach/encourage water saving consciousness in religious activities

42

Pentecostalism 9.1 Findings and Discussion Religious and Spiritual Context Land, Water and Air are God’s principal gifts making life possible on Planet Earth. They therefore need to be treated with utmost consideration under Pentecostalism. This must be done for the benefit of all. They are common goods – meant to sustain the life of all.

The Book of Common Prayer condemns “our waste and pollution of God’s creation” and asks adherents to confess and renounce their self-indulgent ways of excess Baptism involves the submerging of an individual in water for the purpose of admission to Christianity. Baptism is practiced infrequently and therefore makes little contribution to water consumption.

Key findings Dish washing is a common cause of waste which can be targeted. Running water is often being used whilst washing dishes rather than using a bowl or plugging the sink. Water is also wasted as a result of leaving taps on whilst / after children brush their teeth / wash their hands.

Motivations British Pentecostals are largely of Ghanaian heritage and as a result have either first or second hand experience of living in an area where clean water is less readily available compared with in the UK. This results in conservative water use philosophy which is being maintained into the 2nd and 3rd generation.

There is a strong sense of wanting to better oneself. Reducing ones negative impact on the environment and society as a whole is seen as a positive change and a lifestyle improvement.

Additionally there is the desire to learn new skills which could be associated with water conservation such as plumbing or accountancy.

Feedback on how well households have been saving water (interactive water metering / bills) will increase motivation to continue to maintain or improve low consumption levels Barriers to consider Running water is seen as being cleaner than still water. This is a common view among individuals from countries where warm, clean running water is not readily available.

The extent of water scarcity in London is not well known and therefore the link between bettering oneself and reducing water consumption may not always be made Messenger Advice or guidance from any expert including Thames Water, academic or charity would be well received.

Engagements are best organised through the bishop as they have the ability to effectively coordinate the congregation and events within the community.

43 “I use more water than necessary when I’m washing (dishes), I’m finding the tap is running continuously”

9.2 Campaigns at a glance Activity aim – Less water used washing dishes Activity –  Guest experts could run workshops that demonstrate washing methods using minimal water  Workshops could teach methods of food washing and cooking which use less water, as part of a wider class on washing  Women could then share skills learned with other members of the church and family  Tap aerators or low flow rate taps could be distributed  Guest instructors could run classes imparting plumbing and accounting skills Audience – Women who regularly attend church and take on most of the food preparation within the home, would be engaged

Messenger –  An expert from TW/ Charity/academics/church could deliver workshops demonstrating washing methods using minimal water.  After the initial classes, prominent volunteers in the church would continue to share skills Activity aim – Children use less water in the home

Activity –  Classes and workshops will run in schools  Sticker charts could be used at school and home to get children excited  Parents can be provided with materials to work with children at home to develop skills in water conservation.  Water saving shower heads and shower timers could be distributed  Guest instructor to teach basic plumbing to children and parents jointly Audience – Both Male and Female primary school children would be engaged

Messenger –  Schools that run activities to teach/encourage water saving outlook  Parents use sticker charts to help children consciously monitor their water habits and be encouraged to do better

44

9.3 Behaviour Change Framework Benchmark Targeted behaviour

Washing Dishes 

Running water is used to wash dishes (6 litres per minute X 5 minutes, 30 litres)

Children not turning off taps after washing hands / brushing teeth Children leaving the tap running after washing hands and brushing teeth.

9.

Behavioural goals

“I use more water than necessary when I’m washing (dishes), I’m finding the tap is running continuously”

These behaviours were selected because focus group participants self-identified these behaviours as habits which were wasting water in their households.

Desired behaviour Explicit expression of what change will occur

Religious 10. / Ritual water use



Do not wash up under a running tap



Use Super conservative dish washing method https://www.youtube.com/watch?v=K9kVsnTQ h-g 1) Partially fill sink or washing up bowl with warm soapy water 2) Scrub dish 3) Quickly rinse 4) Rinse water contributes to soapy water in sink 5) 4.5 litres of water used Washing dishes is distinct from religious practice Drivers entrenched in Pentecostalism such as the desire for self improvement will be important in changing behaviour as the study group believes that it is a positive action to save water for the good of society and environment

 

 

Washing hands and Brushing teeth is distinct from religious practice Pentecostal drivers of self improvement may be a useful tool in changing children’s behaviour, depending upon the child’s knowledge and immersion in Pentecostalism



Schools can act as important institution for influencing children’s behaviour with parental support



Washing with running water is seen as cleaner / faster / easier People from countries where warm water is not readily available prefer to use running water (Africa / Southeast Asia / Latin America) Water is not considered scarce in the UK



Children’s behaviour can be difficult to manage when not supervised by an adult Behaviour change may be temporary and replaced by another topic of interest (I want to be a fireman!)



Public reward / peer pressure. Sticker charts can be placed in classrooms or at home. Children are awarded stickers if they managed to remember to turn the tap off all week. It is visible to classmates which peers are earning the most stickers and they are seen as being more successful Children readily take on messages about ‘saving the planet’ and therefore classes covering the importance and challenges surrounding access to clean water would be effective Parent and children learning skills such as plumbing collaboratively will excite children and link with water

 Insight and segmentation

“We have little children who leave the tap open running after washing hands”

Expert advice from Thames water, academics, charities (water aid) will be warmly received by the large majority of the target group



12.

Children turn off taps after washing hands and brushing teeth

 11. Public and political support Barriers



“I’m sure it is not in abundance here, but I don’t know”

Motivation Values, interests and aspirations and drivers

1) 2) 3)

4)

Experience of water scarcity results in adoption of water saving philosophy Water conservation philosophy is being maintained in 2nd / 3rd generation immigrants There is a sense of wanting to better ones self.

Reducing their impact on the environment and society as a whole is seen as a positive change to their lives Feedback on how well people have been saving water (interactive water metering / bills) will increase motivation to continue to maintain or improve low consumption levels





45

5)

A desire to learn new skills

saving consciousness

“Think about how long you had to walk to go and fetch the water and how much you had to carry in the past, in the village, for showering and again for food”

Messenger



Focus group participants expressed that they would like to have information given directly by experts from Thames Water, charities, academics or Bishop



Guest experts in schools. Experts can be from academia, charities or Thames Water



Teachers can be provided with materials to continue work and competitions within classes and as homework (home challenges)

“It’s better when it comes from the experts” 

Interactive workshops in which a number of water saving activities are demonstrated and practiced



Thames Water is trusted and viewed in a neutral or positive way by the majority of the study group



Reminder sticker to put by the sink at home

“Where the relationship between the client and supplier is ok, the supplier could do those sort of jobs. When there is a dispute with the supplier then we need a care/third party to educate”

“I think if they offered us a bit of teaching people would be interested”

Message

 

“Protecting our future” Methods of washing dishes with very little water https://www.youtube.com/watch?v=K9kVsnTQ h-g 1) Partially fill sink with warm soapy water 2) Scrub dish 3) Quickly rinse 4) Rinse water contributes to soapy water in sink



Target behaviour (dishwashing) incorporated into a workshop covering a wider range of behaviour change tips and practical skills, including: Dish Washing Fixing leaks around the home Keeping track of your bills (accounting)



Outlining the challenges faced by London in terms of water scarcity and the increased challenges which will be presented by climate change and population growth

 

“Investing in their future” Turn the tap off after you wash your hands and brush your teeth because it is good for the environment ...



You will earn stickers in the class if you remember to turn the tap off all week 

Reminder sticker – remember to turn off the tap (cartoon character) “I think if they offered us a bit of teaching people would be interested”

46



 Engage

13. Behavioural change



 Enable

  

Encourage



 Exemplify

14. How the target audienc e will be empow ered to engage with the project 15. Measur ement/ demons tration of impact



The target group indicated that they would like to receive information through direct workshops and talks from Experts (Thames Water / academics / and charities) Women are the target segment regarding dish washing as they are largely performing washing up duties within the home (both Pentecostal and Ghanaian traditions have gender roles which assign women the role of ‘Homemaker’) The target behaviour of dish washing can be incorporated into a workshop which focuses on a wider range of behaviours as this will increase the experience gained and the impression made on participants



  

Engage children in schools with parental support (charity experts) Sticker chart competition will create excitement and sense of team spirit among children Games in the class and home will bring the topic alive Plumbing workshops Accountancy workshops

Educational workshops which demonstrate methods of washing up using minimal water Incorporation of additional plumbing and account skills linking to water use Retrofit low flow rate kitchen taps



Education on why children should turn off the tap.



Feedback and praise given as part of water bills  Classroom and home sticker chart scoring. or in addition to bills, highlighting how much water they are using and how much they are saving compared to their previous consumption Feedback on water consumption changes allows them to view how much water they are saving as a result of their new behaviour and gives congratulations “If they were easier to access and read then the person would know how much was used, so that would motivate the person to save water” Stories and interview with people who have drastically reduced their water consumption and details on how they managed to do it. Still will be delivered with bill statements.

(Subconscious linking of finances with actions taken by exemplars) Direct learning engagement with water experts will give context, and when combined with demonstrations of water saving practice the target group will have the necessary empowerment to engage in the project

 

Scoring chart is visible to the whole class or year group.

Top scoring children receive a prize.



Classroom learning coupled with positive reinforcement at home and sticker chart awards will ignite and maintain interest from participating children

Objective measures  Water metering of participating houses (if available) Subjective measures  Increased learning, understanding and willingness to reduce water use

47

9.4 Pen portraits Pentecostal (Home-maker) Audience • Adwoa, 42, Female • From Ghana, has been living in the UK for the last 20 years • Lives with her husband, who also originates from Ghana and two young children • Lives in a terraced house with shared ownership in Brixton • Goes to church along with family every Sunday • Volunteers to help out at church events and fundraisers • Visits family in Ghana every year • Has high hopes for her children's future and is keen to help their education any way she can • Highly aware of water saving practices, learnt from upbringing • Not sure if water scarcity is a problem in London • Has a positive view of Thames water and experts from Charity / Academia Messenger • Outreach expert for Waterwise who conducts various water saving campaigns across London and is familiar with the complexities of local infrastructure problems • Experts from Thames Water, charities and academics who can outline the water scarcity challenges faced by London • Church bishops who may tap into Pentecostal drivers of self improvement to encourage water conservation • Interactive workshops to demonstrate various water saving techniques in dish washing, fixing leaks around the home and keeping track of bills • Community leaders who can re-affirm the philosophy of water conservation embedded in Ghanaian culture Pentecostal Young Audience Audience • Agyei, 8 • Lives with parents and siblings in a semi detached/owned house in Merton • Goes to local school and is a well performing pupil • Attends church every Sunday with his family • Is exposed to technology at school such as videos and other ICT software • Is easily encouraged by the idea of reward systems • Is aware about the philosophy of water conservation embedded in his Ghanaian cultural heritage Messenger • A school teacher who uses sticker charts, competitions and homework activities to inculcate water saving practices • Guest experts in schools from the world of academia and charities • Social media and viral videos • Parents who can use ‘reminder stickers’ around the house and reward/encourage reduced water usage for daily activities • Pentecostal drivers of self improvement who may tap into the child’s knowledge in Pentecostalism to encourage water conservation 48

10. Hinduism 10.1 Findings and Discussion Religious and Spiritual Context Hindu scriptures comment that all water is sacred especially river water.

It is a Hindu belief that water has spiritually cleansing powers and its waste can lead to scarcity and impurities in society.

Water is a symbol of fertility, the absence of which can cause barrenness and sterility, leading to death.

Respecting nature is considered to be part of one’s religious duties Key findings More water is used than necessary when washing vegetables. This is due in part to a traditional tendency to wash vegetables of dirt, insects and pesticides. It may also be partly due to vegetables which are not prepared and packaged being bought from local shops, which require cleaning.

“In the kitchen I know I am bad because I wash everything twice. If I have the dal (dried pulse), the rice, the vegetables, I fill the sink and wash it again and again to get rid of the grit. I know that is a waste of water and that is where I should reduce.”

Traditional methods of cooking uses more fat in comparison to western cuisine. This results in more water being used in washing up.

Teens and young people consider showering as personal time in a busy household leading to longer showers.

Motivations Hinduism has a strong belief in respecting nature and conserving water. Saving water can therefore be seen as an act of following one’s dharma (religious duty). Women can be motivated by interactive cooking sessions that elucidate the virtues of cooking with less oil and free time gained by spending less time washing up. Young people can be encouraged by beauty advice specifying the benefits of a quick shower to skin and hair.

Barriers to consider Over washing of vegetables and rice/lentils is connected with cultural traditions rather than religious beliefs.

Cooking and preparation methods can be difficult to change as all cultures tend to be proud of their particular styles and techniques.

Messenger Guest chefs and women temple leaders are found to be inspirational and influential and can be tapped into for spreading water saving information. Online video campaigns and social media can be used to engage with young people (teenagers).

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10.2 Campaigns at a glance Activity aim – Less water used cooking and washing up Activity –  Guest chefs could run cookery classes in the Temple which will be attended by all the women within the temple who regularly volunteer their services in the canteen  Classes could teach methods of food washing and cooking which use less water, as part of a wider class on cooking  Women could then share skills learned with other members of the temple who may volunteer in the canteen less regularly  Tap aerators with a printed message to save water could be distributed

Audience – Women who regularly volunteer in the Temple canteen and take on most of the food preparation within the home, would be engaged

Messenger –  A guest Hindu chef could deliver cookery classes  After the initial classes, prominent volunteers in the Temple canteen would continue to share skills

Activity aim – Less water used while showering Activity –  An online campaign would be used to encourage teenagers to take shorter showers.  The campaign would link heavily with the glamour of Bollywood to make the point that having a quick shower gives you more healthy looking skin and hair.

Audience – Both Male and Female teenagers would be engaged

Messenger – An online campaign would be managed by an organisation with strong experience in engaging the Hindu community in environmental projects, such as BAPS (http://www.bapscharities.org/uk/).

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10.3 Behaviour Change Framework Benchmark Targeted Behaviour

Cooking  Lots of water used for washing vegetables Large volumes of water used for washing vegetables (mostly running water) and for multiple washing of rice and lentils.

Showering Young people (teenagers) taking long showers

Water Reducing Devices – Distributing boxes of low flow shower heads in temples Water is being used excessively on showers, especially amongst the younger generations.

Reducing shower times is ideal, but reducing water flow can also be used to reduce water use.

“In the kitchen I know I am bad because I wash everything twice. If I have the dal (dried lentils), rice, vegetables, I fill the sink and wash it again and again to get rid of the grit. I know that is a waste of water and that is where I should reduce.”

16. Behavioural Goals



Lots of water used for washing dishes Large volumes of water used due to the nature of indian cuisine. Cooking uses more fat in comparison to western cuisine and there is a tendency for cooking practices to result in food being stuck to the bottom of the pan. This results in more water being used in washing up.

Desired Behaviour Explicit expression of what change will occur

Awareness on Food Washing  Women will use less water in the kitchen, preparing food, cooking and washing up.  (Use waste water to water plants) Preparation  Women in the family adapt water saving practices such as: Only washing

vegetables once

-

“Young people take longer showers, we tell them to don’t do it but some people are just bad.”

Reduce shower consumption 

Young people use less water in shower both by reducing shower length and using reduced flow shower heads

Install low flow showerheads 

“They stand 30 minutes shower”

Heads of household will find low flow showerheads available at the temple, understand the purpose via a printed message and install it in their bathroom showers.

under the

Using a Bowl to wash vegetables

Retrofit aerated taps Cooking  Use minimal water in boiling rice and potatoes (just covering and the use of lids)  Reduce oil content of food

“Excuse me, it’s not only for young people, it’s good for everybody”

Washing up  Switch the tap off when washing up  Use a bowl/ plug the sink for washing up.

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17. Public and Political Support

Religious / Ritual water use

Barriers

Motivation Values, interests and aspirations and drivers

 Over washing vegetables is distinct from religious practice. The practice is thought to be connected with cultural traditions as vegetables in India are likely to be dirty or contaminated with pesticides  Cooking methods are distinct from religious practice and are more heavily connected with Indian culture and tradition  Women group leader who can exert influence and sustain peer pressure to successfully transform the community’s behaviour  Bin it Don’t Block it THAMES Water campaign to warn people about the problems caused by washing grease and wet wipes down drains.  Entrenched practice of thorough washing within culture  Running water is considered to be purer  Established cooking practices which have been passed on through generations   

18.

Insight and segmentation







Messenger

   

  

Ritual bathing is the first thing Hindus do in the morning as it clears off all impurities Hindus must also wash before going to temple Hinduism can be used to ignite water saving mentality





Community centres, Temple leaders and social media can engage young people in water conservation practices



Community centres and Temple leaders can engage people of all ages in water conservation practices. Temple leaders are especially influential for congregation



Shower time is private time in a busy household Showering is a habitual and established behaviour



Proof of installation would be difficult to find Only one generation – heads of households – would be likely to actually install the showerheads.

It is better for your skin / hair to have quick showers Hinduism comments on saving water Young people are more aware of the need for saving water



 



Hindu belief that water should be conserved Hindu belief that nature should be respected Peer pressure within women groups NHS advice on vegetable washing states that you should wash vegetables in a bowl, not under running water Individuals may be motivated to save time as a lot of time is currently being wasted washing up.

Cooking with reduced fat is healthier



Guest Chef Women community / temple leads Washing up bowl with a message in the bottom of the bowl Water saving tap



“It’s a good idea to have somebody from outside” Message



“God is in every drop” “God is the taste of water” This is how you can cook delicious meals using less fat, meaning you will be healthier and have to

 

 





 “Anything free to give somebody would be good.

Just bring them in by the loads”



 





Ritual bathing is the first thing Hindus do in the morning as it clears off all impurities Hindus must also wash before going to temple Hinduism can be used to ignite water saving mentality

Water savings can be accomplished even without behaviour change in the bathroom Older generations would be more likely to install for the sake of their children whom they believe would not change their water use habits Anecdotal evidence shows that reduced flow showerheads do not feel like less water is coming out Free items are very likely to be taken advantage of, so high rate of use is likely

An online video campaign would be more effective for engaging young people Social media could be utilised to spread messages in a fun way to reinforce and remind.

Shower timers may work Water saving shower head

 

Water saving shower head Leaflets/Poster board highlighting installation and purpose of showerheads at the temple

“Having a quick shower is good for your skin and hair”

    

“God is in every drop” “God is the taste of water” Something related to scripture Water saving infographic Reassurance that shower head will not trickle

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





spend less time washing up Water saving infographic

A Guest Chef will run a short series of cookery classes in which washing techniques using less water are shared as well as tips to cook vegetarian, healthy, and low fat meals.

Women community leads should be utilised to engage other women in the community in cookery classes. These women can act as a hook to give tips and advice to other women through shared learning sessions.

  

Grab attention through an online marketing video or engaging campaign slogan Make the campaign glamorous and relating to male and female aesthetics Material should not be in Hindi as many young people are not able to read it



Money savings message



Grab attention by highlighting the water saving aspect Reassure the audience that the shower head provides the same force of water while reducing consumption Direct audience to water savings tips page such as: Waterwisely Material could be in Hindi and English as the shower heads would be installed by older generations/heads of household Make the information friendly and straightforward



 

“Youngsters, they don’t know  (hindi)”



Linking with Bollywood glamour could facilitate the linking with beauty “Does it make the water trickle or really flow?”

“We are in the kitchen all the time”

19. Behavioural change

Engage





Cookery classes may contain other elements of cooking and food preparation to increase overall participation and engagement Temple leaders in community festivals and gatherings to give talks on

‘religion and importance of water’ particularly during





Enable

 

festivals like, Diwali, Holi, Janmastami celebration in the temple Engagement should be channelled through chairman of the temple, who has influence over day to day running of activities and projects and influences what people are engaging in.

Sessions on how to wash vegetables safely in a bowl of water (class may cover other aspects of cooking) Provide washbowls with accompanying message Guest chefs will teach new recipes and cooking techniques which will enable individuals to cook using less fat

 

Give out shower timers to limit shower length Retrofit shower heads



Retrofit shower heads

53



Encourage

Exemplify

20. How the target audience will be empowered to engage with the project/co-design it?

21. Measurement/ demonstration of impact

Cookery classes link to education on waters spiritual significance and the need for conservation  Learning new recipes and techniques will be interesting and individuals will be excited to put their new knowledge and skills to the test.  Lead woman can set benchmark for water saving performance  Healthy cooking competitions will reward those who have mastered the skills necessary to cook meals using less fat.  Lead kitchen volunteers will pass on knowledge and skills as exemplars  Thames water should engage lead women within the community.  Thames Water can collaborate with Hindu temples and trust like Vishwa Hindu Parishad to organise events and spread awareness.  Lead temple volunteers will pass on knowledge and skills, raising their role and importance within the project.

Objective measures  Number of women participating in cookery workshops  Number of washing up bowls given out Subjective measures  Increased understanding and willingness to reduce water use (surveys)









Shower timers were perceived to be fun, useful and welcomed in homes. (although it is older people who expressed this, not the target audience)

“All these chefs ought to know how to cook vegetarian”

Self-recognition of the ‘four minute shower challenge’ and competition could be effectively shared through social media.

Blogs on how reducing shower time improved skin

Young Hindus could be invited to take part in the design, development and proliferation of viral videos and social media buzz.



People can be encouraged to calculate their current water usage online so they can better understand the water savings after installation



Objective measures  Feedback on use of shower timers  Number of houses retrofitted with shower heads  Number of people registered with social media site  Views, hit or shares on social media sites Subjective measures  Increased understanding and willingness to reduce water use

Objective measures  Number of houses retrofitted with shower heads  Views/ hit or shares of water savings on social media sites (Waterwisely) Subjective measures  Increased understanding and willingness to reduce water use

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10.4 Pen portraits Hindu (Home-maker) Audience • Anita, 38 • Born in India, moved to London 15 years ago • Lives in a semidetached home in Brent • Shares home with husband, three children, and her husband’s parents • Does most of the household chores with mother-in-law such as cooking and washing • Socially active in her community • Regularly visits Hindu temple and helps out in the kitchen at the temple • Gets a lot of her news through her friends at the temple • Is aware about water conservation and believes is doing her part Messenger • An expert chef of Hindu background who can disseminate information in various Indian languages about water saving techniques used in cooking • A group leader in the community or temple with a similar lifestyle as the target audience • A member of Hindu temples and trusts such as Vishwa Hindu Parisad and BAPS*, who can link water conservation to Hindu beliefs that all water is sacred, especially river water • Middle aged community leaders who generally organise local events and religious ‘satsang’* groups.

Hindu Young People Audience • Rahul, 18 • Born in UK to Indian parents who moved to London many years ago • Goes to 6th Form college • Lives in a semi-detached home in Hounslow with parents(homeowners), grandparents and two siblings • Shares a few household chores with family members • Active on social media such as Facebook, Twitter and gains most of his information from the internet • Takes long showers although is aware about the importance of water conservation • Influenced by Bollywood songs and glamour, has aspirations to look cool and trendy • Has medium level of verbal skills in his parent’s Indian language (e.g. Hindi, Gujarati etc) but no reading/written skills Messenger • A young exciting Hindu organisation will be responsible for a social marketing campaign • Online videos featuring influential vocalists or models of Indian origin, to articulate the benefits of a quick shower for hair and skin • Engaging campaign slogans about shower timers and water saving shower heads • Social media buzz about the significance of water conservation and techniques

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11. Sikhism 11.1 Findings and Discussion Religious and Spiritual Context Sikh scripture states that Earth, air, water and life are all sacred.

In order to achieve liberation from the cycle of death and rebirth one must be in harmony with all things created by god. This renders destructive behaviour towards the environment unacceptable.

Sikh Langars (kitchens located within Temple) are a focal point of the Sikh community where social interaction and exchanges of ideas take place. Food is offered to all visitors for free, regardless of demographic.

Key findings Some individuals may spend extended periods of time showering due to having very long hair. Hair is sometimes kept long as a sign of respect for the perfection of god’s creation.

More water is used than necessary when washing vegetables. This is due in part to a traditional tendency to wash vegetables of dirt, insects and pesticides. It may also be partly due to vegetables which are not prepared and packaged being bought from local shops, which require cleaning.

Motivations The environment and nature are important in Sikh scripture and are said to be sacred. Therefore if the connection can be made between reducing water use in the home and improving ones impact on the environment households and individuals will be motivated to reduce consumption.

Individuals feel responsible for their contribution to the burden being placed on London’s water resources, society and the environment.

Barriers to consider Individuals who choose not to cut their hair should not be made to feel as if they are being blamed or accused of using too much water as this will likely cause offense.

Intensive washing of vegetables may be difficult to avoid if vegetables are being purchased from shops which do not prepare and package the items before sale, as there will be a real requirement to thoroughly wash the product.

Cooking and preparation methods can be difficult to change as all cultures tend to be proud of their particular styles and techniques.

“There has been a lot of rain recently so why do we have to save water”

Messenger Messages should come from within the temple to avoid causing any offense in relation to hair washing timings.

Sikh Gurdwaras (temple) often have a kitchen and communal dining area which is an ideal place to share information through the core set of volunteers, who regularly help in the temple kitchen. This core set of volunteers who regularly help in the kitchen are central to the social hub of the temple and community and information they convey is likely to be shared more widely and receive more attention.

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11.2 Campaigns at a glance Sikh activity aim – Less water used while showering Activity –  Water saving shower guns could be given to the temple manager to be distributed in the temple. The guns would only allow water to flow when the trigger is squeezed.  Information on why it is important to save water would be supplied in conjunction with the shower guns.  A talk could be given by the temple leader or speaker on the importance of saving water Audience –  The material can be used to engage any teenager or adult in the temple

Messenger – All equipment, information and talks would be given by the temple lead

Sikh activity aim – Less water used cooking and washing up Activity –  Guest chefs could run cookery classes in the Temple which would be attended by all the women within the temple who regularly volunteer their services in the canteen.  Classes would teach methods of food washing and cooking which use less water, as part of a wider class on cooking.  These women would then share skills learned with other members of the temple who may volunteer in the canteen less regularly.  Washing up bowls with a printed message to save water could be distributed.

Audience – Women who regularly volunteer in the Temple canteen and take on most of the food preparation within the home, will be engaged

Messenger –  A guest chef would deliver cookery classes.

After the initial classes, prominent volunteers in the Temple canteen could continue to share skills.

57

11.3 Behaviour Change Framework Benchmark Targeted behaviour

Males spend a long time in the shower washing long hair regularly

A lot of water is used in washing vegetables

Children (Primary school) leaving taps running after washing hands / brushing teeth.

 Due to gritty vegetables



Faith dictates that hair must be washed regularly



Hair is commonly left to grow long because it is a gift from god.

Therefore it is long and time consuming to wash

 Children sometimes forget to turn off taps after washing their hands or brushing their teeth.

“Washing vegetables, especially with spinach and coriander. Bought from Asian shops and it has a lot of grit”.

Desired Behaviour Explicit expression of what change will occur

Religious / Ritual water use

Males reduce water used during showers

Reduced water use during vegetable washing

Children always remember to turn off taps.

 Use less water in the shower by using intermittent shower method  Retrofit water saving shower head  Retrofit with shower guns which promote intermittent  Use a sink to wash hair

 Women in the family adapt water saving practices such as:



 

 23. Public and political support

22. Behavioural goals

“I wash my hair everyday and it takes half hour. To wash my hair, I shower in the evening as well. It’s a habit, and it feels fresher”.

-

Only once

washing

vegetables

-

Using a Bowl vegetables

-

Retrofit aerated taps

to



wash

Children do not need to be reminded to turn off taps but do it of their own volition Children may even remind parents to turn off taps if it has been left running

It is a ritual to take bath/shower daily Sikhs should not cut their hair – therefore it is time consuming to wash



Over washing vegetables is distinct from religious practice.

The practice is thought to be connected with cultural traditions as vegetables in India are likely to be dirty or contaminated with pesticides



Hand washing may be linked to Sikhism if performed before entering the temple, however most instances of hand washing are for secular purposes.

The issue of hair washing should be approached by temple leaders due to the potentially sensitive nature of the behaviour



Guest chefs can lead cooking classes in temple canteens to disseminate water saving cooking practices Posters in the temple canteen Women group leader who can exert influence and sustain peer pressure to successfully transform community behaviours



Schools in Ealing which have more pupils from the Sikh community can be targeted for influencing children’s behaviour and providing a message to take back into the home.

Government and school councils can run ‘eco clubs’ to spread the message at school

 



“Schools to teach kids and kids can bring that knowledge home”

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 Sikhs must have long hair and wash it daily  Sensitive issue for an outsider such as Thames Water to address.  Not aware that water resources are under pressure  People are very favourable to the idea of using water guns/gadgets, but feel installation may be difficult

Barriers

Motivation Values, interests and aspirations and drivers

 



Insight and segmentation 24.



Messenger







Message

 

Duty of responsibility towards contribution to water demand Saving time The environment and nature are important in Sikh scripture and are said to be sacred.

Linking water use with religious festivals such as Diwali or Vaisakhi will enable the connection to be made with scriptural comments on the importance of water.

   



Very gritty vegetables may require copious washing Entrenched cultural practice of heavily washing vegetables Not aware that water resources are under pressure People are very favourable to using water guns/gadgets in kitchen, but feel installation may be difficult

  

“There has been a lot of rain recently so why do we have to save water”









Messages should come from within the temple to avoid causing offence.

Messages can come from the temple lead on most occasions as it is common that the temple lead is male and can therefore act as exemplar to other males.

Water saving shower head

 

“Less shower, more harmony” Turn the shower off while you wash your hair

 







Guest chefs will be able to engage women who regularly volunteer in the temple canteen due to the social hub element which exists.

There are strong women groups in the community already in action and these groups can exert peer group pressure to influence the behaviour radically within the wider community Peer exemplification may take place in the temple canteen as women are cooking together in groups If they were aware of water shortages they would conserve more



Guest chef in temple kitchen Posters on washing vegetable in bowl at Temple canteen Practical tools with messages like, bowls, fridge magnets, DIY on retrofitting tap to be distributed to women at community gatherings Women who cook regularly in the temple canteen can act as messengers as they are centres of the community. Running cooking workshops in classes will spread the message to the rest of the women and younger girls



Water saving cooking class (on the bowl) fill me up to wash your veg “Harmony in the kitchen”







 

  



Capacity Building workshop for women. Selected lead women from the community can be

Children’s behaviour can be difficult to manage when not supervised by an adult Behaviour change may be temporary and replaced by another topic of interest Older children not as interested in school run competitions General notion of plentiful water in London will inhibit from connecting with religious and cultural stories about water conservation

Public reward / peer pressure.

Sticker charts can be placed in classrooms or at home. Children are awarded stickers if they managed to remember to turn the tap off all week. It is visible to classmates which peers are earning the most stickers and they are seen as being more successful.

Children readily take on messages about ‘saving the planet’ and therefore classes covering the importance and challenges surrounding access to clean water would be effective Children from Sikh communities are more receptive to messages about the environment.

Guest experts in schools. Experts can be from academia, charities or perhaps Thames Water.

Teachers can be provided with materials to continue work and competitions within classes and as homework (home challenges) Water saving tips can also be extended when doing art & related washing up activities Reminder sticker to put by the sink at home

Turn the tap off after you wash your hands and brush your teeth You will earn stickers in the class if you remember to turn the tap off all week.

Reminder sticker – remember to turn off the tap (cartoon character)

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

 Engage

Provide information on shower length and why water saving is important at Gurdwara Talk by the temple lead on why water is important in a spiritual context. Education on spiritual importance of water and demand problems in London



25. Behavioural change

Enable



Give out water saving shower heads (Unanimous agreement on its efficiency when used to wash long hair).

Make it clear that it is a social and spiritual good to save water



 





Encourage

 

Temple lead can act as role model to younger males



It is compulsory for the males to visit Gurudwara for worship and sewa (help), continuous efforts to feed the information on water conservation can go a long way to keep them engaged.

Objective measures  Number of people registered with social media site  Views, hit or shares on social media sites.  Distribution of shower heads Subjective measures  Increased understanding and willingness to reduce water use



Exemplify

 26. How the target audience will be empowered to engage with the project/codesign it?

27. Measurement/ demonstration of impact



 

  

educated on water conservation technique through cookery classes These women will then engage other women through cooking workshops at the canteen

Water saving cooking methods shared through cooking classes Give away washing up bowls Give out shower guns(something similar is already used in temples to wash dishes and are unanimously considered effective) Teach safe, water saving, vegetable washing technique Women group performing the best should be rewarded at Community centre and Gurudwara can be given recognition in community Cookery classes may contain other elements of cooking and food preparation to increase overall participation and engagement Women leaders in community festivals and gatherings to give talks on ‘religion and importance of water’ particularly during festivals like Diwali.

Certificates for participation in cooking class Canteen women act as exemplars and act as inspirational figures at the centre at the centre of the community Thames water should engage key women for capacity building to engage other women in the community

Objective measures  Number of women participating in cookery classes  Number of kitchen exemplars  Distribution of washing up bowl Subjective measures  Increased understanding and willingness to reduce water use  Regular feedback on behavioural change from the key women

 



Engage children in schools in Ealing, which has a high proportion of Sikh pupils using charity experts.

Sticker chart competition will create excitement and sense of team spirit among children.

Games in the class and home will bring the topic alive.

Link water use to Sikh festivals Link water saving behaviour to various Sikh gurus & their inspirational actions in bringing benefit to entire communities.

Education on why children should turn off the tap.

“They use them in the temple when we wash the dishes... they are very effective”

 

 

Classroom and home sticker chart scoring.

Certificates for earning certain number of stickers

Scoring chart is visible to the whole class or year group.

Top scoring children receive a prize.

 Classroom learning coupled with positive reinforcement at home and sticker chart awards will ignite and maintain interest from participating children

Objective measures  Number of children taking part in water use classes  Number of stickers earnt in classes  Number of stickers distributed Subjective measures  Increased awareness of water saving in children  Increased awareness of parents  increased understanding and willingness to reduce water use

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11.4 Pen portraits Sikh Male (Ablution) Audience • Darshanbir, 35 • As a devout follower of Sikhism, he does not cut his hair • Lives in Southall in an adapted house with large extended family • Active in the Sikh community • Goes to the local gurudwara with his family • Worked as an engineer in India before moving to London two years ago • Spends a long time in the shower washing hair • Enjoys spending time socialising at the temple • Does not like that Thames Water are about to roll out metering Messenger • A Granthi or religious official who ceremonially reads from the Sikh holy book and leads on most religious occasions • Messages about water savings in a spiritual context given after kirtan* • Leaders in the Langars (kitchens located within Temple) who can initiate discussions and exchange of ideas • The temple lead who can act as exemplar to other males, to approach the sensitive subject of hair washing Sikh Female (Home-maker) • Harleen, 28 • Born in India, moved to London 2 years ago • Lives in Southall and shares home with large extended family • Does most of the household chores such as cooking and washing • Socially active in her community • Regularly visits local Gurudwara with family • Volunteers at the langar in the gurudwara • Gets a lot of her news through her friends at the gurudwara • Not aware that water resources are under pressure Sikh Young People • Harpreet, 8 • Lives in Southhall with his parents and large extended family • Goes to local school and is a well performing pupil • Attends gurudwara regularly with his family • Is exposed to technology at school such as videos and other ICT software • Is easily encouraged by the idea of reward systems • • • • •

A school teacher who uses sticker charts, competitions and homework activities to inculcate water saving practices Guest experts in schools from the world of Academia and Charity Social media and viral videos Parents who can use ‘reminder stickers’ around the house and reward/encourage reduced water usage for daily activities Messages that can link water use to Sikh festivals

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12. Religious Calendar Some of the religious events based around each faith are enlisted below. This list can be used as a guide to target faith as well as cultural specific water conservation messages.

January

February

March

April Easter Holi Passover Easter

May

June

Pentecost Sunday

July

August

Ramadan Eid-Al-Fitr

September Eid-al-Adha Ganesh Chaturthi Rosh Hashanah Yom Kippur

October

November

December

Muharram Diwali

Christmas Guru Nanak Jayanti

Hanukkah

Actual dates for many of these events are based on faith specific religious calendars and subject to change each calendar year.

These events can be used to rally people together and undertake water saving measures related to their cultural practices.

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Appendices 1. LSx About LSx LSx is a think and do tank which aims to create collaborations that address the complex barriers to a sustainable London. Our projects provide action-based research to develop, and in turn share the lessons from our work across London, and most importantly, influence London’s policies for a sustainable future.

What we do We know that information alone doesn’t necessarily lead to change. As a consequence, we offer the benefits of living a sustainable lifestyle, working with myriad communities and organisations.

Our energy and resilience programmes engage with communities to empower healthy and sustainable lifestyles, enabling this to be a social norm. These projects often involve identifying the key individuals in a community, who in turn influence their friends and neighbours Our Green Entrepreneur programme flips the waste paradigm: working with community groups to recast waste as a valuable resource and bring the reuse market closer to a ‘tipping point.’

Our aim is that communities have a ‘social norm’ of reuse.

Our Air Quality programme brings awareness of the power of community action for change across London. Supporting communities and schools to establish the hard facts about air quality in their area, use this information to inform their travel behaviours, and in turn through peer to peer influence support their social networks to develop more sustainable travel behaviours.

2. Detail on Focus Group Discussion Group

Date Conducted

Place

Number of Attendees

Pentecostal

08/07/2014

Power Centre Church, Mitcham

8 women and 3 men

Hindu

08/07/2014

9 women and 5 men

Anglican

03/08/2014

Jews

21/08/2014

Laxmi Narayan Hindu Temple, Hounslow Copleston Centre Church, Southwark Telephone

Nigerian Muslim

24/08/2014

Nigerian Muslim Centre, Lewisham

3 women and 3 men

Bengali MuslimWomen Bengali Muslim-Men

26/08/2014

East London Mosque, Tower Hamlets

11 women

27/08/2014

East London Mosque, Tower Hmalets

5 men

Sikh

08/09/2014

Guru Nanak Nishkam Sewak Jatha, Hounslow

3 women and 4 men

9 women and 3 men 5 women and 1 man

3. Quantitative focus group results

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Water is used free and easy. People are not aware at all that water should be used sparingly. All perceive water to be plentiful and cheap.

‘I love to fill my bath, but I feel guilty so I have a shower’

‘Think about how long you had to walk to go and fetch the water and how much you had to carry in the past, in the village, for showering and again for food’

Behavioural frequency tally by room Muslim (Bengali F)

Muslim (Bengali M)

Muslim (Nigerian)

Hindu

Sikh

Anglican

Pentecostal

Jewish

Total

Kitchen Washing vegetables Washing machine Dishwashing Cooking Washing dishes Hand washing Dishwasher Boiling kettle Drinking Bathroom Shower Bath Toilet Face washing Hair washing Hair colouring Brushing teeth Religious uses of water Other Gardening Cleaning house Car washing

6 2

3 3

4 4 6 1

1 3 1

4 4

1 1 1

1 2 1

1

1 1 2

2 3 1 2

3 1

2 1 1

3

1

1

8

2

1

1

1

1

4 4

2 3

3 4 1

2 1 1

4 2

4

1

5

4

1

1

3 1

4 1

4 11 8 5 4

2

2 5 2 3 1

2 1

1

14 12

1 6

1

1

4

1 1

1

1

1

25 18 7 1 5 2 2 18

5

11

4

7 3

64 My daughter always fills the kettle right up

‘The dishwasher runs all the time, people wash up all the time and the washing machine is probably on at least on time a day.

I use water a lot at my allotment and in my garden, I do have a water butt but I rarely use it.

‘In the kitchen I know I am bad because I wash everything twice’

Contacts Samantha Heath – CEO – r.geary@lsx.org.uk - 02072349400 Sam Jelliman – Project Assistant – s.jelliman@lsx.org.uk - 02072349404

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