A student from Northamptonshire is encouraging people to urinate in the shower to help save water.
University of East Anglia (UEA) students Chris Dobson, of Kettering, and his friend Debs Torr have started a campaign called #gowiththeflow.
Mr Dobson said that if the 15,000 UEA students urinated during their morning shower they would save enough money to fill an Olympic-sized swimming pool 26 times every year.
Based on an average flush costing 2p, it is estimated that £7.30 per year, per person, could be saved - a total of £430 million a year if everyone in the UK took part.
Mr Dobson said: “We’ve done the maths, and this project stands to have a phenomenal impact. Imagine how big an impact it could have if we could get everyone in East Anglia, or even the UK, to change their morning habits.
“The trouble is, most people don’t realise that we use fresh water much faster than it can be naturally replenished.”
Mr Dobson, a former Bishop Stopford School student, accepted that the campaign was divisive and would not appeal to everyone.
He said: “The campaign has been really divisive - people either seem to love it or hate it.
“But that’s exactly what we want. We’re trying to challenge conventional behaviour; to start a debate on a resource that we largely take for granted.”
To encourage people to get on board, Chris and Debs are offering 15 £10 vouchers to people willing to declare on Facebook or Twitter that they wee in the shower, using the hastag ‘#gowiththeflow’.
The two students are representing UEA in Npower’s national Future Leader’s Challenge, encouraging students to come up with an environmental initiative on campus.
The campaign can be followed on Facebook and Twitter and ‘@npgowiththeflow’