In a dry climate, with rapid urbanization and relatively high per capita water consumption, Cape Town had all the makings of a water crisis. In 2018, after three years of poor rainfall, the city announced drastic action was needed to avoid running out.
Reducing demand was a key priority. The City of Cape Town worked to get residents and businesses on board with a host of water-saving initiatives. People were instructed to shower for no longer than two minutes. A campaign with the slogan “If it’s yellow, let it mellow” promoted flushing the toilet only when necessary. And the use of recycled water – so-called greywater – was also pushed.