Potable Reuse Communications

Jennifer West Managing Director WateReuse California

January 28, 2016

A Few Notes Before We Start…

 Today’s webcast will be 2 hours.  There are two Professional Development Hours available.  A PDF of today’s presentation can be downloaded when you complete the survey at the conclusion of this webcast.  Links to view the recording and to download the presentation will also be emailed later.  If you have questions for the presenters please send a message by typing it into the chat box located on the panel on the left side of your screen.  If you would like to enlarge your view of the slides, please click the Full Screen button in the upper right corner of the window. To use the chat box, you must exit full screen.

2 Overview of Agenda

• Cindy Wallis-Lage, President, Water Business Black & Veatch

• Julie Minton, Director of Research Programs WateReuse Research Foundation

• Matt Orbach, Public Outreach Specialist Soquel Creek Water District

• Gina Ayala, Principal Communications Specialist Orange County Water District

• Teresa Alvarado, Deputy Administrative Officer Santa Clara Valley Water District Cindy Wallis-Lage, President, Water Business Black & Veatch WATER REUSE

PRESIDENT CINDY WALLIS-LAGE BLACK & VEATCH’S WATER BUSINESS ONE MESSAGE

Value of Every Drop

Most Significant Climate Issue

63.6%

15.9% 9.1% 4.5% 6.8%

Water Protecting Stormwater Sea level rise Other supply/water assets from management scarcity natural disasters

Source: Black & Veatch 2015 Strategic Directions Water Utility Survey Results Risk Mitigation Strategies

Energy management 71.0%

Water conservation/demand management 67.2%

Protecting vulnerable facilities 60.9%

Diversifying water sources/increased storage 44.1%

Increasing asset redundancy 42.4%

Community planning/regional collaborations 42.4%

Monitoring weather patterns 39.5%

Green infrastructure 39.1%

Infrastructure mitigation planning 27.7%

Source: Black & Veatch 2015 Strategic Directions Water Utility Survey Results Resilience: Strategic, Financial, Operational

Strategic • Asset Management • Smart Water/Smart City Financial • Rates • Financial Experimentation • Alternative Delivery Operational • Sustainable, Efficient • Resource Recovery

27 January 2016 Black & Veatch 7 The Future of Water

Water is foundational to future growth, fundamental to life yet fixed in quantity. Floods and droughts seem to flourish around our sphere. We have options to offer, but does our language create proof of benefit vs feed concerns of safety?

8 The Future of Water

9 HOW DO WE THINK AND TALK ABOUT WATER REUSE?

Reclamation DPR

Potable

Unplanned Reclaimed Wastewater Water Effluent Reclamation DPR

Potable

Unplanned Reclaimed Wastewater Water Effluent PRIORITIZING WATER RESILIENCE

QUALITY, VALUE, ECONOMIC GROWTH ONE MESSAGE ONE VOICE ONE WATER

BE THE CHANGE

Value of Water Reuse Julie Minton, Director of Research Programs WateReuse Research Foundation DPR Communication Plan and Tools for Engagement

Specialty Workshop on Potable Reuse Communications

January 28, 2016

Julie Minton WateReuse Research Director What is needed? • Funding Advocacy Leadership • Policy The Right Water for Development and the Right Use Implementation • Applied Research • Timely • Robust

•Message Education and development Outreach •Tool development •Tiered Campaigns

2 Challenges to Potable Reuse Acceptance

The belief that additional water supply sources are not needed

The perception that water supply deficiencies can be solved solely with conservation

The lack of public understanding of potable reuse processes and the associated science

The perception that potable reuse is not safe

The sometimes distracting or uncomfortable feelings toward the source of the water

Lack of understanding of the limiting factors associated with other water supplies (energy demand, greenhouse gas (GHG) emissions, cost, and limited availability)

3 Preferably illustration to show these aspects, masterslide background, or complete illustration not title and text Transformative change started with SINGAPORE’s NEWater: New Lexicon without the ‘Yuck Factor’ A comprehensive public education program ensures that NEWater technologies are understood. WRRF built on NEWater

Education on water cycle, treatment technology and safety can overcome the “yuck factor” and foster Language acceptance WRRF 07-03 Building on WRRF Research

Context WRRF 09-01

Understanding the urban water cycle increased acceptance; water quality; and positive terminology all Language have an impact on acceptance. WRRF 07-03 https://www.youtube.com/watch?v=GVm-d-zOxJs Downstream: Research to shift Public Attitudes on Water Reuse (WRRF-09-01)

9 Respondents preferred DPR to Current Practice

10 Building on WRRF Research

Delivery WRRF 12-06 WRRF 13-02

Context WRRF 09-01 Model State and Local Communication Plans that identified messages, delivery tools, and key stakeholders from Policy Makers to Regulators to Advocates, to Specific Demographics. Language WRRF 07-03 https://www.youtube.com/watch?v=RwrYFJEJSQ0 12 WRRF 13-02 Model Communication Plans for Increasing Awareness and Fostering Acceptance of Direct Potable Reuse

14 Safety concerns drive reservations about DPR

I am going to read you a list of concerns some members of the public have expressed about direct reuse of recycled water for drinking. Please tell me whether you personally agree or disagree with that concern.

Strg. Agree Swmt. Agree. Smwt. Disagr. Strg. Disagr. DK/NA Total Total Agree Disagree Recycled water may include 38% 33% 13% 12% contaminants 72% 24%

Recycled water may fail to meet water 34% 32% 16% 15% safety standards 66% 30%

Recycled water may taste bad 23% 30% 22% 16% 10% 52% 38%

The concept of recycled water just 25% 25% 22% 27% makes me uncomfortable 49% 49%

0% 20% 40% 60% 80% 100% Support for DPR

 Consistent Support: Voters who consistently indicated they would support direct potable Consistent reuse of recycled water. Oppose 32%  Consistent Oppose: Voters who consistently Consistent indicated they would oppose direct potable Support reuse of recycled water. 38% Swing  Swing: Voters who do not fall into any of the 31% other categories – remaining consistently undecided or switching positions.

Even a basic description of the process involved in direct potable reuse inspires more confidence. How would you feel about using advanced treated recycled water as an addition to the supply of drinking water, that is water treated with ultra-filtration, reverse osmosis, and advanced oxidation?

Strongly favor 28% Total Favor Somewhat favor 34% 62%

Somewhat oppose 11% Total Oppose Strongly oppose 14% 26%

Don't know/NA 12%

0% 10% 20% 30% 40%

17 Additional Information = more confidence in DPR. I am going to read you a list of facts about direct reuse of recycled water. Please indicate if it makes you much more confident, somewhat more confident, or it makes no difference to your confidence that direct reuse of recycled water is safe.

Much More Conf. Smwt. More Conf. No Diff. DK/NA Total More Conf. The purification process produces water that is purer than 30% 32% 33% 5% bottled water 62%

Drinking water could be tested constantly, in real-time, with 29% 34% 35% online sensors 63% California’s drinking water standards are among the strictest in the nation, and purified recycled water would comply with 27% 33% 39% those standards 60%

The quality of recycled water, once it has been purified, will 24% 41% 35% be strictly monitored by the California Department of Health 64% Methods regularly used to purify recycled water include microfiltration, reverse osmosis and ultraviolet light – similar 23% 37% 38% to the purification process involved in removing salt from 60% ocean water

Methods regularly used to purify recycled water include 21% 32% 40% 6% microfiltration, reverse osmosis and ultraviolet light 53% 0% 20% 40% 60% 80% 100%

18 Key Messages

Potable reuse provides a safe, reliable and sustainable drinking water supply.

Using advanced purified water is good for the environment.

Potable reuse provides a locally controlled, drought-proof water supply.

Water reuse – including potable reuse – happens naturally all over the planet.

Water reuse happens daily on rivers and other water bodies.

Planned Potable Reuse is publicly acknowledged as an intentional project to recycle water for drinking water.

The amount of fresh water on the planet does not change, so through nature all water has been used and reused since the beginning of time. Top messengers are generally those with scientific expertise. I am going to read you a list of people and organizations that may provide information about recycled water. Please tell me if you would generally trust that person’s or organization’s opinion on this issue, or if you would be suspicious of it.

Total Trust Total Suspicious Difference

The Department of Public Health 77% 19% +58%

Medical researchers 74% 20% +54%

Medical doctors 72% 22% +50%

Scientists 71% 23% +48%

Nutritionists 67% 20% +47%

The Environmental Protection Agency 71% 24% +47% Residents of community that already have 65% 22% potable reuse +43%

80% 60% 40% 20% 0% 20% 40% 60%

20 Communications Recommendations Do • Use images to reinforce the effectiveness and complexity of the treatment. Do Not • Highlight the successful implementation of DPR in other communities. •Communicate reuse • Draw comparisons to the health and safety of bottled water. as the Armageddon • Appeal to the broader principles of environmental protection and solution recycling. •Rely on arguments • Emphasize the role of water agencies, as opposed to other levels of that DPR will end up government, in overseeing the process. reducing rates. • Emphasize the role of scientists and public health professionals in designing •Rely on elected and monitoring the process. officials, taxpayer • Place a special emphasis on communications with women, communities of advocates or business color, non-English speakers, seniors, and less well-educated and affluent owners as messengers communities. – they do not speak to the health issues at • Continue to use “advanced purified water” as a term for the product of the core of public DPR concerns. 2 Communication Plans Community Level State Level

• - Customize to • - Regulatory meet your specific environment will needs be different • - Tailor questions to your demographics Getting Ready for Public Engagement

Develop the potable reuse “project story”

Develop key messages that tell the story in terms understandable to a non-technical audience.

Identify key community leaders and the groups they represent and engage, continually

23 Briefing binders Email Social updates/ Media newsletter s

Neighborh Presentati ood ons meetings Consistent Communication: Early & Often Partnershi ps with Facility Sister tours Agencies

Letters One-on- and One Proclamat Meetings ions of Reuse Support Articles

24 Sample of available tools

https://www.watereuse.org/water-reuse-101/videos/think-drink-water/ Think and Drink Animations

30 https://watereuse.org/water-reuse-101/videos/how-reuse-works/ Reuse Works: Reuse Works: Treatment Technologies

32 https://www.watereuse.org/water-reuse-101/global-connections/

Global Map Connections FAQs

34 https://watereuse.org/water-reuse-101/videos/expert-voices/ Expert Voices

35 Future Products – Please vote to help us prioritize! PowerPoint:template includinglibrary photo communicationRisk study/outreach White papers Workshop(s)environmental with groups Survey Medical Social media: Guidelines & templates,Media tool tracking Website:Interactive web contentas quizzes (such or treatment diagrams) Contentfor Handouts or website: • • Key messages card Keycard messages CECs

Brine Disposal Brine FAQfor website sheet/template

Other topic(s) of interesttopic(s)Other Fact sheet/brochure

37 Thank you!

• WRRF-13-02 Principal Investigators • Mark Millan, Data Instincts • Patricia Tennyson, Katz & Associates • Shane Snyder, University of Arizona • Fairbank, Maslin, Maullin, Metz and Associates- FM3 (focus group research) • Linda Macpherson, New Water Resources/CH2MHill • Stefani McGregor, WateReuse Research Manager • Other Resources: https://watereuse.org/research/strategic-initiatives/ https://watereuse.org/water-reuse-101/ Julie Minton, Research Director [email protected]

Matt Orbach, Public Outreach Specialist Soquel Creek Water District Soquel Creek Water District Success Story: Website Augmentation Our District, Our Challenges

Evidence-based Website Benefitted by Research of the WateReuse Research Foundation

• Ideas presented on the website benefitted from social science and communications research – specifically the work of Dr. Paul Slovic on stigma and how it can amplify perception of risk, the affect heuristic and other research • Also influential was WRRF funded research on how the public’s view of water is affected by the use of words and images and lack of understanding of human involvement in the water cycle – historically and currently. • Negative terminology that has given rise to the ‘yuck factor’ was avoided • We extended an invitation for our customers to be involved but did not tell tell them what to think AWP Technology and Process Definitions Presented

• Our website provides information explaining Advanced Water Purification Technology with easy to understand examples of how it works • Animations were used along with written explanations

Water: Think & Drink Video Animations Encouraged New Thinking

• Again benefitting from international and WRRF research, we included 4 short video animations covering topics such as sustainability and systems thinking, fit for purpose water to encourage new thinking that might open minds to new possibilities Expert Voices (FAQs)

• We highlighted the expert voices of academics and other specialists to answer frequently asked questions rather than attempting to answer these questions ourselves

• Research has shown that trust is enhanced when academics and professionals answer community questions The Global Connection Map

• Soquel Creek used The Global Connections Map to showcase the locations where water reuse is being utilized throughout the world. It includes science animations and voices of different people, from citizens to lab managers, and focuses on need, benefit, and safety. • Research has shown that sharing information about the success of water recycling projects elsewhere helps create a sense of familiarity in communities considering similar projects. Telling the stories of early adopters speeds dissemination of information and can quell fears. • The stories are told in various ways with emphasis on the need for water, the benefits of the projects, the fundamentals of treatment, and the safety/reliability of the product water. • This approach showcased other projects in the words of those involved. Additional Information to Support Advanced Water Purification Technologies

• The webpage also included Documents, Downloads, and Links that may be of interest as the Soquel Creek Water District continues to explore the possibilities of Advanced Water Purification technologies. Survey Research “The Ways of Water” was used to provide brief context about potable reuse without stigmatizing language Survey results show that people are supportive of potable reuse

Figure 7: How Supportive Are You Of Highly Purified Used Water Being Delivered Into Groundwater, Mixed With Other Qualities Of Water, And Then Disinfected Or Treated Again Before It Is Consumed? 60% 55%

50%

40%

29% 30%

20%

9% 10% 6%

0% Very Supportive Moderately Supportive Only Slightly Supportive Not Supportive At All It would appear that potable water reuse would be supported if issues about cost and safety are transparently addressed.

Figure 9: Options For Increasing Water Supply 60%

50% 50% 48%

39% 40% 35% 31% 29% 30%

23%

20% 16% 13%

10% 8% 5% 3%

0% Water From San Lorenzo River Desalination Add Purified Water

Excellent Idea Good Idea Not A Very Good Idea Poor Idea The website and survey facilitated understanding and acceptance of potable reuse Messages delivered on our website and in our survey were done in a clear, straightforward, and engaging manner, conveying important information effectively, but in a way that allows viewers to come to their own conclusions. Acknowledgements and Contact Information

• Thank you to Carollo Engineers and New Water Resources for their invaluable assistance on this project and presentation. • For more information, please contact:

Matt Orbach (831) 475-8501 x118 [email protected]

Gina Ayala, Principal Communications Specialist Orange County Water District OCWD Visitor’s Center

Gina Ayala Principal Communications Specialist Orange County Water District Let’s talk about • History of OCWD’s visitor’s center • Were there hurdles? • What did we do in the meantime? • Why we built it? • Key messages? • Lessons learned?

OCWD visitor’s center

• Discussions started in late 1990s • Many options proposed • 2010 board approved hallway exhibit

The challenges • Funding • Timing • Other priorities • Public perception • Space What we did in the meantime • Robust tour program (surveys & water tasting) • Positive media

• Maintain and garner support • Speakers bureau & community events • Hosted onsite events & meetings • Festival, Summit & OC Water Hero • Website and collateral

Why we finally built it? • Opportunity to tell OCWD story • Established interest in OCWD • First-of-its-kind projects • People need to understand & value water • Keeps OCWD relevant • Maintain public trust in OCWD & water reuse • W ork within confines of OCWD building Key messages • Don’t dumb it down • Make interesting & interactive • We are all a part of the water story • Water is monitored, tested and safe • Water supports a thriving economy • Water is manufactured • All water is reused • W here water comes from

The new experience • Will open soon • Tour enhancements • Naming the center • Marketing/outreach plan • Curriculum • Funding field trips • Additional exhibit Lessons learned • Secure grants • Establish ad hoc committee • Demonstrate the need • Sponsorships or partnerships • Tasting & seeing is believing • Combine with infrastructure project • Think outside the box

Visit OCWD Take the tour!

www.ocwd.com @OCWDWaterNews Teresa Alvarado, Deputy Administrative Officer Santa Clara Valley Water District Pure Water Silicon Valley Open House/ Special Events

Teresa Alvarado, Deputy Administrative Officer

WateReuse webcast Potable Reuse Communications January 28, 2016

Silicon Valley Advanced Water Purification Center

8 mgd facility Online March 2014 Grand opening held on July 18, 2014

2 | Inside the facility

Microfiltration Reverse Osmosis Ultraviolet light

3 | Tour program metrics Fiscal Year Report-as of July 1, 2015

Total FY15: 989 visitors 73 tours Public Tours: 99% rate experience as “excellent” or “good” 94% overall support of potable reuse

4 | Public tour surveys

How do you feel about having purified water as part of your drinking water supply? (potable reuse)

94% overall support

Pre Tour Post Tour

Strongly support 44.45% 59.85% Support 41.5% 33.65% Oppose 3.6% 1.9% Strongly oppose 0% 0.35%

No opinion 10.65% 6.2% 5 | Footer

Tour attendees post response for IPR vs. DPR

Post tour results show identical support levels for both IPR / DPR

Total Overall: IPR = 90.4% v. DPR = 90.7% IPR DPR Count Percent Count Percent Strongly support 368 65.3% 318 56.3% 90.4 90.7 Support 142 25.1% 194 34.35% Oppose 16 2.85 16 4.5 Strongly oppose 6 1.05 2 .35 No opinion 32 5.65 35 6.2

6 | Footer Community Open House ~ Oct. 24, 2015

Guided Tours - Taste Tests - Video Testimonials Water Gallery - Kids Fun Zone - Santa Clara Water Express Truck - Media briefing

927 visitors took guided tours

7 | Footer Event activities

8 | Footer Event activities

9 | Footer Event activities

10 | Footer Event outcomes

Approx. 90% of visitors took taste test challenge 207 completed surveys 63 completed supporter cards 45 video testimonials

11 | Footer Event survey results

How safe do you think it is to drink advanced purified water produced from recycled water today?

Response Response 86% feel it’s safe Answer Options Percent Count to drink

86.3% 176 Safe to drink Safe to drink 4.9% 10 Not Safe to Drink Not Not Safe to Drink Not 8.8% 18 No Opinion No Opinion

answered question 204

skipped question 3

12 | Footer Event survey results

How do you feel about using advanced purified water to replenish our groundwater basins to augment our drinking water supplies?

Response Response Answer Options Percent Count 95% overall support

73.4% 149 Strongly support 22.2% 45 Support Strongly support 1.0% 2 Support Oppose Oppose 0.5% 1 Strongly Oppose Strongly Oppose 3.0% 6 No Opinion No Opinion

answered question 203

skipped question 4

13 | Footer OH survey comment - highlights

93 people responded in survey comments...

“I feel it is safe drinking water - not concerned anymore about drinking “Fantastic! Yay! Fascinating! I recycled water.” am a liberal arts major and even I understood most of it. Well done.”

“The guides were very well informed and provide excellent information! Thank you.” “Keep up the great job! We need this water to protect us against drought NOW and in the future.”

14 | Footer 15 | Footer purewaterSV.org Questions and Answers Please Type Your Questions into the Chat Box

Jennifer West Cindy Wallis-Lage Julie Minton WateReuse California Black & Veatch WateReuse Research Foundation

Matt Orbach Gina Ayala Teresa Alvarado Soquel Creek Water District Orange County Water District Santa Clara Valley Water District