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I Prefer 30 campaign underway

Published 2nd April, 2014 by Neil Nixon

I Prefer 30 campaign underway

Did you know that the average wash temperature in the UK is 39°C? And if everyone reduced their laundry wash temperature by just 3° that would be the equivalent of removing 127,000 cars from the road. Washing at lower temperatures is a win/win for everyone and the environment.

The European detergent industry, headed by AISE (International Association for Soaps, Detergents and Maintenance Products), has initiated the 'I Prefer 30' consumer campaign, running in five countries (Belgium, Denmark, France, Italy, and the UK) to raise awareness of this issue. In coordination with each national association, this campaign aims at driving down the average wash temperature of domestic laundry washing. The campaign is open to a large group of consumer partners including the fashion/textile industry, retailers, appliance manufacturers, and other interested stakeholders. It will feature in magazine ads, web ads and point of sale material at participating outlets in the coming months.

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