Israel Launches New Water Conservation Campaign Amid Shortages

Following a recent crisis that shut down five of its six major desalination plants, Israel's Water Authority is launching a new campaign to encourage water conservation. The campaign will feature an animated camel voiced by actor Yigal Adika, known for his roles in "Kupa Rashit" and "Bat Yam-New York." This initiative aims to reduce demand for desalinated water and change consumption habits, as outlined in documents from the Government Advertising Office (Lapam).

The desalination plants were shut down in late August due to concerns over an unusual algae bloom that could damage the facilities. This led to water usage restrictions in some cities, including Jerusalem and Rishon Lezion, with some isolated communities even receiving mobile water tanks. The Water Authority acknowledges that Israel is facing a significant shortage of natural water sources, exacerbated by years of drought and delays in constructing new desalination facilities, attributed partly to the COVID-19 pandemic and ongoing conflicts.

The new campaign is intended to replace the long-standing "Israel is Drying Up" campaign, which starred Renana Raz. While the Lapam protocol cites the pandemic and war for delays in new desalination plant construction, the State Comptroller previously criticized delays in building the seventh desalination plant in the Western Galilee as far back as 2018. Adika is reportedly being paid NIS 30,000 (before VAT) for a six-month contract starting in October.

The campaign, which will be broadcast on television, radio, and digital channels, seeks to raise awareness about water saving, alter consumption patterns, decrease the demand for desalinated water, and maintain water reserves during both normal times and emergencies. A previous plan for a water conservation campaign was scheduled for June but did not materialize.