WWF-UK launches “The State of England’s Chalk Streams” report in partnership with Coca-Cola
Howard Lake | 26 November 2014 | Blogs
WWF-UK has launched its “The State of England’s Chalk Streams” report, funded by its long-term partner Coca-Cola. The report highlights the progress that’s been made over the past 10 years, such as the return of otters to many chalk streams and the achievements of conservationists such as rivers and wildlife trusts restoring stretches of chalk stream. However, despite some good news, over three quarters of England’s unique chalk streams are still failing to meet the required ‘good ecological status’ threatening some of the country’s most precious and irreplaceable countryside.
WWF-UK, Coca-Cola Great Britain, and Coca-Cola Enterprises have been working in partnership to secure a thriving future for English rivers since 2012, with the brands contributing just over £1m. The partnership also has a local focus on two chalk stream catchments directly linked to two of company’s operations – the Nar in Norfolk, source of approximately 80% of the sugar beet used in Coca-Cola’s drinks made in Great Britain, and the Cray in South London, near to Coca-Cola Enterprises’ Sidcup manufacturing site.
Lessons learned are being used to promote good water stewardship nationally and work with Government to support the implementation of the EU Water Framework Directive, which requires that all rivers in England and Wales meet ‘good ecological status’ by 2015.
[youtube height=”450″ width=”800″]http://www.youtube.com/watch?v=cmioydZ-EZQ[/youtube]
Globally, WWF and The Coca-Cola Company have worked together since 2007 to conserve freshwater resources, with the charity’s support helping the company become a leader in water efficiency and water stewardship.
[youtube height=”450″ width=”800″]https://www.youtube.com/watch?v=BS8Ce68pnCg[/youtube]
Arctic Home Campaign
The partners also collaborated to produce the Arctic Home Campaign, a three-year project to raise awareness and funds to help conserve the home of the polar bear and create a positive future for the Arctic. Artic Home was first launched in North America in 2012 and then rolled out to sixteen European Countries in 2013. Now in its second year, the partnership is being activated in six countries across Europe. Coca-Cola has committed €3 million over 3 years to support the campaign in Europe through a cause-marketing programme that encourages consumers to get involved and donate.
It’s another partnership akin to the charity’s strategic alliance with Whiskas, with clear benefits being accrued by both parties. However, this report has been launched whilst the nation’s attention is gripped by Montymania, so I wonder if it’s only a matter of time before Monty shares a Coke with Mabel?
Author: John Thompson, director and consultant at Changing Business
Main photo Copyright:© Hugh Mehta / WWF-UK
Volunteers from WWF-UK and Coca-Cola GB and Coca-Cola Enterprises securing pre-seeded coir rolls on the river banks of the River Cray, Sidcup, Kent. These mats will colonise the banks and help the river flow.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.