"By joining the Water Alert campaign, you can help to solve a crisis that is affecting countless millions in the developing world," claims a notice on the undp website. The un body's campaign comprises four print ads.
One of them asks: "Where does the price of water cost more than in Central London?" The answer is, as the message rightly points out, "In a developing country slum".
The un agency's endeavour is laudable. But the ads were also released in conjunction with the release of undp's 2006 Human Development Report. And it is only proper that we locate them in that context. So let's sample one of the report's key points: "Installing a flush toilet in the home increases by almost 60 per cent a Peruvian child's chances of surviving to her first birthday," it notes. This when wastefulness of flush toilets has been well-proven.