New student grant program cultivates Canada's future environmental leaders

    Brita searches for eco-minded teens to participate in once-in-a-lifetime
    Arctic expedition

    TORONTO, April 14 /CNW/ - Know a teenager who's passionate about the
planet and a leader when it comes to living green? Brita, in partnership with
the award-winning organization Students on Ice (SOI), is looking for three of
Canada's most promising young environmentalists to send on a life-changing
educational expedition to the Arctic this July as part of the FilterForGood
Eco-Challenge - a new student grant program to recognize and cultivate
Canada's future environmental leaders.
    "Brita is thrilled to partner with such an incredible organization as
Students on Ice to help eco-minded teens learn first-hand about climate change
and environmental degradation with leading researchers and scientists," said
Brita Spokesperson Tim Pellerin, director of Marketing. "The FilterForGood
Eco-Challenge is the next step in our commitment to raise awareness for
environmental responsibility and the importance of making sustainable choices
in our daily lives."
    Last spring, Brita launched FilterForGood, a campaign to help educate
Canadians about the impacts of bottled water waste. Since then, thousands of
Canadians have pledged to reduce their bottled water waste by more than an
estimated 11 million bottles and counting. The campaign is still going strong,
and by this time next year Brita hopes to see thousands and potentially
millions more Canadians take the pledge and help increase the estimated number
of bottles saved to 25 million.

    Once-in-a-lifetime experience

    For a chance to participate in the FilterForGood Eco-Challenge, high
school students are invited to submit a two-to-four minute video that
showcases their environmental leadership in their community and describes why
they think they would benefit from an Arctic expedition with SOI.
    The three grant recipients will be selected by a panel of judges
including Geoff Green, expedition leader and SOI executive director, Seamus
O'Reagan, co-host of Canada AM and board member of WWF Canada, and Dr. David
Gray, Arctic scientist and filmmaker. Canadians will be able to follow the
students' journey through the Eco-Challenge blog on the FilterForGood site
this summer. Full program details are available at
    "As barometers for the planet, our polar regions provide us with an
amazing classroom within which students can learn first-hand the effects of
environmental degradation on the planet," said Geoff Green. "I am thrilled
that Brita is investing in cultivating the next generation of environmental
leaders through this new program."

    Pitcher Filter Recycling Program

    In addition to the FilterForGood Eco-Challenge, Brita is pleased build on
the FilterForGood campaign with a new Brita pitcher filter recycling program.
Starting April 14, Canadians will be able to return their Brita pitcher
filters directly to Brita for recycling. In North America, Brita has partnered
with Preserve, which will recycle 100 per cent of each Brita pitcher filter
casing collected into recyclable household products. Details on the Canadian
recycling program and instructions on how to return pitcher filters are
available at

    Why take the FilterForGood pledge?

    Be responsible. Reduce your impact on the planet. Switching from bottled
water to using a refillable bottle and Brita filtered water allows Canadians
to 'go green' and to 'save green' - it's an easy way to reduce our
environmental impact and save money.
    Not only are empty plastic water bottles ending up in landfills, the
energy required to produce bottled water is astounding. It has been estimated
that it takes three litres of water to produce one litre of bottled water(1).
Worldwide, an estimated 2.4 million metric tonnes of plastic are used to
bottle water each year(2).
    A Brita pitcher system filters 908 litres of water over one year. To put
this in perspective, to get the same amount of water from bottled water you
would have to purchase 1,816 (500mL) water bottles a year.

    About The Brita Products Company

    For over 40 years, Brita has been among the leading experts in the field
of water filtration. The family business, founded in 1966, has become two
global companies which manufacture water filtration products for household and
professional applications. For more information, contact 1-800-387-6940 or
visit or

    (1) "Bottled Water and Energy: A Pacific Institute Fact Sheet" Pacific
        Institute, 2006
    (2) Arnold, Emily, and Janet Larsen. "Bottled Water: Pouring Resources
        Down the Drain." Earth Policy Institute. 2 Feb. 2006. 28 June 2007.

For further information:

For further information: or to request images or an interview with a
FilterForGood spokesperson, please contact: Noor Marzook, Edelman, (416)
979-1120 x 239,; Natasha Alleyne-Martin, Edelman,
(416) 979-1120 x 289,

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