The Waterwise Project is an independent not-for-profit, non-governmental organisation promoting water efficiency and conservation based in London, UK. The organisation is focused on decreasing water consumption in the UK by 2010 and on building a robust evidence base for large-scale water efficiency projects. Waterwise is the UK’s water "efficiency champion" – "reaching the parts others cannot reach, and transform[ing] the concept of water resource efficiency into something compelling for consumers and business users."