In December 2006, the Parliamentary Secretary to the Prime Minister with responsibility for water policy, Malcolm Turnbull, launched the Smart Approved WaterMark campaign to industry and business leaders.
He endorsed the importance of the WaterMark in helping consumers make informed choices when it comes to products that can save water around the home.
“The Smart WaterMark is the only national scheme where products or services are assessed by an independent panel of experts,” he said. “Any business would be smart to sport the symbol if their product can contribute to saving water outdoors. There is no doubt that people will be looking for the WaterMark to give them assurance that they are using a product that makes a difference.”
State Environment Ministers recently committed to strengthening their support of the WaterMark by giving preference to Smart WaterMark labelled products when offering rebates, as well as including the scheme in broader water policy mechanisms.
A business website and a marketing campaign for the Smart WaterMark were also launched to get business onside prior to a major consumer launch in 2007.
The Federal Government’s Australian Water Fund has provided $1.3 million for the Smart WaterMark, which was established by four associations closely involved with water use. They include the Water Services Association of Australia, the Australian Water Association, Nursery and Garden Industry Australia and the Irrigation Association of Australia.
Since being established, around 70 companies from different industry sectors have been awarded the Smart WaterMark for products or services ranging from soil wetting agents and efficient irrigation equipment, to waterless car wash products and swimming pool covers.
“Some 97 per cent of people believe the water situation in Australian cities is a serious one and 44 per cent believe it is extremely serious,” Malcolm Turnbull said. “The Smart WaterMark will be much more successful if businesses and organisations get behind it, not only by developing products and services which help save water outdoors, but by showing their confidence in them by applying for and proudly displaying the WaterMark.”
CEO of Smart Approved WaterMark, Julian Gray, said that the research confirmed the need for a national mark that people could identify with.
“Thirty per cent of the 700 people interviewed in major capital cities said they recognised the Smart WaterMark as a symbol for water saving,” he said. “Fifty per cent recognised the sister Water Efficiency Labelling and Standards rating scheme for indoor water efficiency.
“Many companies, organisations and authorities have all developed their versions of ‘water wise’ logos, but it is time now that one national mark is promoted strongly.”
The business website for Smart Approved WaterMark is www.smartwatermark.info and for further information telephone Julian Gray on (02) 9283 0756.
