Date Published: 08/03/2024
Lorca launches unique campaign to encourage drinking tap water
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The ‘It Tastes Like an Excuse’ campaign highlights the safety and health benefits of consuming Lorca water
In an effort to promote the consumption of tap water, the City Council of Lorca has launched a new campaign titled ‘Sabe a Excusa’, or ‘It Tastes Like an Excuse’, in English. The initiative brings together Aguas de Lorca, Aguas de Murcia and Hidrogea Cartagena for the first time, with the shared goal of educating the public on the benefits of drinking tap water.
The campaign was presented on Thursday morning, March 7, by Mayor Fulgencio Gil Jódar, accompanied by the manager of Aguas de Lorca, Antonio Franco, and well-known presenter Encarna Talavera. The event took place in the Plaza Calderón de la Barca, where a giant tap four and a half metres high was installed, which will remain in the square until next Sunday March 10.
The campaign's bold and ambitious approach aims to challenge the popular belief that tap water is inferior to bottled water. By providing arguments and information, the campaign hopes to change consumers' habits and raise awareness about the quality of tap water and its advantages for health, the environment and household budgets.
To engage the public, the campaign features a 1-minute and 50-second video spot starring Murcian actor Carlos Santos, along with appearances by various personalities from different fields.
In addition to the video spot, the campaign includes a street marketing campaign, where the first 50 people to take a photo next to the giant tap and share it on Twitter using the hashtag #AguasDeLorca will receive a free water jug.
The mayor took the opportunity to point out that tap water in Lorca, and indeed the entire Region of Murcia, is subject to the most stringent of controls regarding health, hygiene, purification and quality. He also highlighted the fact that local tap water is “rich in calcium and magnesium; more accessible, cheaper and more ecological, as it helps us fulfil an environmental function, reducing the consumption of plastic packaging.
“So, there are no more excuses."
Antonio Franco, manager of Aguas de Lorca, explained during his speech that “we must give tap water its fair value, and this campaign vindicates precisely that value. We want to convey that water consumption at any age contributes to people's physical well-being. Disposing of this water is an act of opulence that society cannot afford by not using it for consumption after the social and economic effort involved in achieving the quality provided by tap water.”
Image: Ayuntamiento de Lorca