IT takes 12 litres of water to flush a toilet.

University of East Anglia students Chris Dobson and Debs Torr have started a campaign to get the university’s 15,000 students to urinate when they shower in the morning, Norfolk Eastern Daily Press reports from the UK.

“We’ve done the maths, and this project stands to have a phenomenal impact,” said 20-year-old Chris, who wants support for their gowiththeflow initiative on Facebook and on Twitter.

“With 15,000 students at UEA, over a year we would save enough water to fill an Olympic-sized swimming pool 26 times over. Imagine how big an impact it could have if we could get everyone in East Anglia, or even the UK, to change their morning habits.

“The trouble is, most people don’t realise that we use fresh water much faster than it can be naturally replenished.”

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The idea was inspired by the success of Brazilian eco-group SOS Mata Atlântica, who encouraged people to urinate during their first shower of the day to save water used when a toilet is flushed.

Chris and Debs, also 20, believe if the students at UEA wee in their first shower, they will save £125,000 ($230,000) a year on water bills.

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Reaction to the campaign has been mixed.

“The campaign has been really divisive — people either seem to love it or hate it,” said Chris.

“But that’s exactly what we want. We’re trying to challenge conventional behaviour, to start a debate on a resource that we largely take for granted.”

He added the pair had undertaken online research about potential health risks for people using communal showers.

“As long as the water is flowing there is no hygiene risk as urine is sterile but we would encourage that every person using the same shower consents to the challenge and if not that they don’t take part.”