Malta National Water Conservation Campaign - Water Be The Change

The biggest challenge in the Maltese Water Sector is the scarcity of natural freshwater resources, as evidendced by the fact that Malta has the lowest natural freshwater availability per capita of all the EU MS.

The demand of water resources is currently addressed through four different sources: abstractions of groundwater; harvesting of rainwater runoff; desalination of seawater and the treatment of wastewater. Desalination currently contributes to 60% of total domestic water supply, and is expected to increase in its overall contribution. Within this context and not withstanding the energy requirement for water distribution and wastewater treatment presents the ideal framework to promote efficiency to the general public.

Against this background, the importance of awareness of the current state of affairs in the local water sector, and the dissemination of such information to all stakeholders should be emphasised.

The aim of the campaign is to promote the efficient use of water resources at household and agricultural levels. In order to do so, a "moving campaign" has been established that has reached every village in Malta to promote the importance of water saving, through the understanding of how limited natural water resources are, and the dependence on Non Conventional Water Resources (NCWR). A water-saving kit has been given to all households in Malta, which includes water tap airators, and efficient showerheads. Customers may also book a free household water audit to identify any leaks that may be present at household level. An intensive online media campaign has also been initiated which showcased the complete national water cycle, through a series of interviews and documentaries.

The Campaign has adopted a public engagement strategy, where through the distribution of water-saving kits, awareness has been generated at household level to promote water saving practices. Furthermore, water related interventions have also been undertaken at households which registered high rates of water losses. An educative component has also been developed, targeting young pupils that presents the whole water cycle for the Maltese islands, including the use of reverse osmosis technologies and Wastewater treatment.

• Nationwide distribution of water-saving kits to over 90,000 households, equipping citizens with practical tools such as tap aerators and efficient showerheads to reduce domestic water consumption.
• Engagement with nearly 400,000 residents, representing a significant portion of the national population, through direct outreach and public engagement efforts across all villages in Malta.
• Implementation of free household water audits, helping identify and reduce water leaks and inefficiencies at the individual household level.
• Educational outreach to schools, integrating awareness of Malta’s full water cycle and the role of reverse osmosis and wastewater treatment technologies, thereby promoting water stewardship among younger generations.
• Comprehensive multimedia campaign, including interviews and documentaries, which enhanced public understanding of Malta's water challenges and promoted cultural shifts in water-use behavior.
• Targeted interventions in high water-loss households, contributing to measurable reductions in household water waste and reinforcing the importance of individualized conservation actions.

• Sustainability through behavior change and infrastructure support: Combining public education with tangible tools (e.g., water-saving kits, free audits) effectively supports long-term behavior change. The integration of awareness-raising and technical solutions ensures continued impact beyond the campaign duration.
• Replication potential via adaptable outreach strategies: The “moving campaign” model—bringing educational interventions directly to communities—proved effective in a small-island context and could be adapted for other regions facing water stress, particularly where public engagement is essential for uptake.
• Scalability enhanced by cross-platform communication: The campaign’s use of diverse media (in-person, online, and educational programs) facilitated wide reach and engagement, suggesting that a multi-channel approach is key for scaling similar initiatives in both urban and rural settings.