In a move that underscores its commitment to public health and safety, AQUA, Indonesia’s trailblazing bottled water brand, has rolled out a comprehensive public education campaign christened “Not All Water is the Same”. Launched in Jakarta on 26th September 2023, this initiative aims to enlighten the masses about the imperative of discerning the quality of their drinking water.
The Stark Reality of Drinking Water in Indonesia
The urgency of AQUA’s campaign is accentuated by the alarming findings from the Household Drinking Water Quality Study (SKAMRT) conducted by the Indonesian Ministry of Health in 2020. The study unveiled that a staggering seven out of ten Indonesian households are ingesting water tainted with E. coli bacteria. Moreover, a mere 11.9% of households have the privilege of accessing safe drinking water.
The Health Implications
The ramifications of consuming subpar drinking water are profound. E. coli contamination, for instance, can precipitate severe health complications, including diarrhea, a predominant cause of infant mortality in Indonesia.
Dr. Diana Sunardi, Mgizi, SpGK(K), a Clinical Nutrition Specialist at the Faculty of Medicine, University of Indonesia and Cipto Mangunkusumo Hospital (RSCM), and the Chair of the Indonesian Hydration Working Group (IHWG), elucidated, “Poor-quality water sources can lead to various health problems, including diarrhea and stunting. The microbiota composition is influenced by the source of drinking water, and research indicates that the presence of harmful bacteria, leading to various health issues, increases when children consume water from unsafe sources. Even boiling water may not eliminate E. coli contamination if the storage place and water handling methods are unhygienic.”
Prof. Dr.rer.nat. Ir. Heru Hendrayana, a hydrogeology professor at Gadjah Mada University, emphasized, “Water that is healthy and safe to drink is highly dependent on its source. Water taken from shallow ground is more prone to human-induced contamination, while water from aquifers is naturally pure and protected, rendering it safe and healthy for consumption.”
AQUA’s Unwavering Commitment
AQUA’s dedication to ensuring the Indonesian populace has access to pristine drinking water is unparalleled. Sri Widowati, Vice President of Marketing for Danone Indonesia, detailed, “AQUA originates from 19 carefully selected mountains, following rigorous assessment involving nine criteria, five stages, and at least one year of research. This meticulous selection process is augmented by the expertise of geologists, hydrogeologists, and geophysicists, supported by laboratories in France and Germany. Selected strictly through more than 600 parameters, AQUA contains natural minerals and is processed without human touch to preserve its purity, resulting in a naturally cool taste without being chilled.”
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Sustainability and Beyond
AQUA’s holistic approach to sustainability encompasses a myriad of initiatives, from planting millions of trees to developing biodiversity parks. Their #BijakBerplastik movement, initiated in 2018, champions a circular packaging economy, with a focus on waste collection infrastructure, consumer education, and packaging innovation.
Najwa Shihab, a renowned journalist and public figure, remarked, “Given the vital role of water in health, both in the short and long term, consumers must critically assess the quality of the water they consume by considering its source and factors related to its sustainability. Today’s consumers, especially the younger generation, prioritize environmental impact when choosing products, including drinking water.”
With “Not All Water is the Same” campaign AQUA not only underscores the importance of water quality but also reiterates its commitment to public health, sustainability, and environmental stewardship.
