To encourage younger people to rethink their daily routines, Severn Trent, the water company, has unveiled “Wild Brushing.” It's a new campaign around the idea that brushing your teeth requires far less water than most people realise. According to the company, using just 20ml of water is enough for a single brush, whether you're at home, camping or spending the weekend at a music festival.
To bring the initiative to life, Severn Trent has designed a series of limited-edition “Wild Brushing Kits.” Drawing inspiration from outdoor equipment and the continued rise of gorpcore, each recycled aluminium kit includes refillable 20ml containers, providing enough water for an entire day's worth of brushing. The portable design allows users to clip the kit onto backpacks, belt loops or festival bags. This reinforces the campaign’s focus on taking water-saving habits beyond the bathroom.
The campaign launched at Y Not Festival, where attendees were invited to try the concept for themselves before the initiative rolled out across social media. Outdoor creator Demelza May is helping front the campaign on TikTok and Instagram, encouraging users to share their own “Wild Brushing” moments by using the hashtag #WildBrushing. What’s more, those who post the hashtag on TikTok are in with the chance of winning a £500 Skiddle prize package.
Leaving the tap running while brushing your teeth might seem harmless, but it can waste up to 24 litres of water per person each day. This means that if every 18 to 34-year-old across the Severn Trent region turned off the tap while brushing, together they could save more than six billion litres of water each year. It's a small change to a daily habit that could make a significant difference to the future of our water resources.
Severn Trent states that “Wild Brushing” is designed to show how everyday habits can have a measurable environmental impact, particularly as climate change continues to place increasing pressure on water supplies. The initiative is part of the company's ongoing work to encourage water-saving behaviours alongside continued investment in infrastructure and leakage reduction across its network.
