Holly Willoughby has stripped off and taken a shower on the streets of London to make us re-think how much water we use.
The Dancing on Ice presenter is calling on the public to take part in a 3 Minute Shower Challenge to celebrate World Water Day on 22nd March.
To kick start the campaign Holly took her duck and sponge to Trafalgar Square where she striped off and showered under the watchful eye of Nelsonâ€¦ and the public.
The launch coincides with the release of research commissioned by Ariel and Waterwise, the UKâ€™s leading authority on water efficiency, which reveals that on average 9 litres of water is used per minute in the shower.
As a result if everyone in Great Britain reduced their shower time to three minutes we would collectively save a whopping 6 billion litres of water per day!
Holly is encouraging people to get behind the challenge in the hope it will help change people's attitudes towards water conservation. The majority of water wasted in the home is in the bathroom and experts believe the shower is the best place to start making simple changes that can make a big difference.
The United Nations General Assembly designated 22 March of each year as the World Day for Water by adopting a resolution to encourage countries to implement activities that promote conservation of water. So this Saturday make sure you swap your bath for a 3 minute shower and do your bit for the environment
For further information and tips on how you can cut water waste in your home visit www.ariel.co.uk/water