Israel Water Authority Launches New Conservation Campaign Following Plant Shutdowns
The Israel Water Authority is launching a new conservation campaign featuring actor Yigal Adika following a massive desalination plant shutdown caused by an algae bloom.
Water Crisis Prompts New Conservation Campaign
The Israel Water Authority is launching a new public awareness campaign to encourage water conservation and reduce the demand for desalinated water. The initiative follows a severe crisis in late August when five out of Israel's six major desalination plants were temporarily shut down due to a massive algae bloom that threatened operations.
According to documents from the Government Advertising Bureau (LAPAM), the campaign will feature an animated camel voiced by well-known actor Yigal Adika, recognized for his roles in popular television series such as Bat Yam-New York and Kupat Rashit. Adika is set to receive 30,000 shekels before VAT for a six-month engagement starting in October.
"The campaign aims to raise awareness, change consumption habits, and preserve water reserves for both routine times and emergencies," the LAPAM tender protocol stated.
Background on Desalination Delays
The shutdown affected several major cities, including Jerusalem and Rishon LeZion, where residents were urged to refrain from watering gardens and washing cars. In specific localities like Karmit Yosef, mobile water tanks were deployed as a precaution against potential service disruptions.
While LAPAM documents attribute the broader water scarcity to consecutive drought years alongside delays caused by the COVID-19 pandemic and the ongoing war, the sector has faced long-standing criticism. As early as 2018, the State Comptroller criticized significant delays in constructing the Western Galilee desalination facility, the country's planned seventh plant, which has faced repeated postponements and remains non-operational.
Replacing the Iconic Campaign
The new initiative replaces the legendary "Israel is drying up" campaign starring Renana Raz, which originally aired over 15 years ago and was briefly revived in 2018. The upcoming multi-channel campaign will air across television, radio, and digital platforms.
