Under the banner “The Water Challenge – Every Drop Counts”, the Green Week 2012 kicked off. The European Commission informed that it expects some 3000 participants gather for three days to discuss water-related issues. In addition, it presented the new viral clip as part of the "Generation Awake!" campaign, which alerts consumers to the dangers of unsustainable patterns of consumption, such as the excessive water use.

The Green Week 2012, the Europe's largest environment conference has kicked off in Brussels under the banner “The Water Challenge – Every Drop Counts”. During the three days, stakeholders, NGOs, government representatives and EU officials will search for solutions to key water problems, like how to safeguard the availability of good quality water against a backdrop of rapid population growth and ever more apparent climate change. The 2011 edition was dedicated to "Resource Efficiency, Using less, living better".

Among the events prepared for this week, organisations and companies will showcase best practices at a 52-stand exhibition, and numerous side events include screenings of the films “La Soif du monde”, "Oceans", and “Africa Turns Green”. The week also features the European Business Awards for the Environment, which honour innovative companies that successfully combine innovation, competitiveness and outstanding environmental performance, and the 3rd European Water Conference, a high-level stakeholder event.

Coinciding with the opening of this week, the European Commission launched a new viral clip as part of the "Generation Awake!" campaign, which alerts consumers to the dangers of unsustainable patterns of consumption. The clip features Water Maniac Walter, a neurotic bucket who addresses the theme of excessive water use.