Although about seventy percent of the Earth’s surface is covered with water, less than one percent of this is available for human use. The average shower time among young people between 18 and 24, in the U.S., is more than 17 minutes, and the optimum recommended to conserving water is just 8 minutes. So, we had to find the way to reimburse those 9 minutes.

In the spirit of civilizational importance, AXE launched the “Showerpooling” campaign earlier this September and it definitely raised some eyebrows in the media. Showerpooling is the act of showering with two or more individuals entirely in purpose of saving tons of water. You may think it’s funny and foolish, but if everyone showerpooled for a year, we could save 29 trillion gallons of water. In terms of morality, this campaign certainly might be questionable cause it could result in the next big baby boom, or the biggest sexual transmitted disease outbreak in history, but as humans, we should have an obligation to contribute when it comes to the environment and the welfare of all. The deodorant company says “it is a big determinant of your personal environmental footprint“.

The Showerpooling campaign encourages everyone to make sustainable living routine and have fun while doing it, but if you look behind that amusing cover, you can see this project  also promote tips on how everyone can save water by taking small actions in their everyday lives. AXE surveyed more than 1,900 guys and girls across the country, and the study suggested:

• 65 % already have or want to install a water-efficient shower head, which can use 20 to 35 percent less water than an industry standard shower head
• 64 % rarely or never keep the water running while brushing their teeth, which can save eight gallons per day

Now building up on the campaign results, Axe has since then premiered a few short animated videos, their latest one being narrated by brand ambassador and actress Nikki Reed, in an online pledge to save water and a campus tour through which AXE will distribute 7000 water-efficient Delta shower heads with H2O kinetic Technology. Withal, Axe Shower is donating $100,000 to the Alliance for Water Efficiency, a non-profit organization dedicated to the efficient and sustainable use of water.

Whether you are passionate when it comes to preserving the environment, or not, you can make this part of the day your favorite, or someone else’s favorite. After all, it’s all about Mother Earth.