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UK nature depends on freshwater for survival. Our lakes, rivers and wetlands provide a home for thousands of precious species – and just like us, they all need water to survive. This crucial resource is under threat from both climate change and our own water use, which takes directly from the sources that our wildlife depends on.  

Finish’s purpose is to save water and improve water quality, and WWF’s is to protect and restore nature. Our partnership will raise awareness of the importance of the UK’s freshwater habitats, and encourage the public to take action in their daily lives to reduce their water use, leaving more in the environment to support wildlife and help to ensure that water supplies are secure for future generations.  


Together, WWF and Finish are working together to replenish 500 million litres of freshwater in the UK through innovative on-the-ground projects in East Anglia.  

Our partnership will support nature-based solutions including the construction of wetlands to improve water quality, as well as the creation of new ponds, the restoration of bogs and mires, and the reintroduction of the currently extinct burbot into a Norfolk river catchment. 

We’ll also be asking the public to sign up to water-saving challenges – get started by taking the Switch to Eco challenge on our My Footprint app.