1. PUB, Singapore’s national water agency
George Madhavan
Director, 3P Network
PUB, Singapore’s national water agency

2. Country Information

3. PUB manages the complete water cycle
sea
rain
stormwater
management
collection
of rainfall
in drains &
reservoirs
treatment of
raw to potable
water
of used water
in sewers
supply of
water to the
population &
industries
treatment of
used water
desalination
NEWater
Indirect Potable Use
Direct Non-Potable Use

5. NEWater Introduced in 2002 Primarily for industrial and commercial use
Small percentage added to raw water reservoirs
NEWater can meet 30% of Singapore’s current water supply

6. INDUSTRIAL WATER PIPELINES
Closing the water loop N
JOHOR OF
STRAITS
LEGEND
Pulau
Bukom
Woodlands
NEWater SR
Kranji NF
Tampines
Bedok
Changi NF
JIWW
Ulu Pandan
INDUSTRIAL WATER PIPELINES
Kent Ridge on
Mandai SR
Jurong Hill 65 SR
17 mgd
18 mgd
32 mgd
Changi
50 mgd
NEWater Infrastructure Plan (NIP) and NIP Extension pipeline projects in progress to meet growing demand in Jurong Island
NEWater to meet 50% of water needs by 2060

8. Quality assurance Comprehensive water sampling and analysis
Extensive physical, chemical and microbiological testing
300 parameters incorporated; more than 130,000 analyses carried out to date
Independent panel of international water experts; regular audit and review of results and plant operations
- Comprehensive water sampling and analysis programme, with quality standards benchmarked against WHO Drinking Water Guidelines and US Environmental Protection Agency Drinking Water Standards.
- Extensive physical, chemical and microbiological tests at various stages of production process over a two-year period
- 190 parameters incorporated and more than 25,000 analyses carried out to date
- Panel of international water experts formed to provide independent advice on water reclamation study and evaluate suitability of NEWater for potable use
- Regular audits and review of results and plant operations by internal and external audit panel

9. Expert Validation

10. Terminology had negative connotation
Key Challenges
Overturning public’s psychological fear and stigma
Focus on treatment process (advanced membrane technologies), instead of source
Translate technical information in a simple, layman manner through use of simple diagrams and familiar objects that are easy to understand
Mindset change needed to get public to understand that water recycling was part of nature
NEWater process speeds up the natural water cycle
Terminology had negative connotation
Use terms that better reflect the process or its value as a resource
- how to overturn public’ psychological fear and stigma
Focus on treatment process, which involves using advanced, state-of-the-art membrane technology, and not the source
Also a need to translate this technical information in a simple, layman manner
Eg use of simple diagrams and familiar objects to explain the reverse osmosis process
Present terminology had negative connotation
conscious and deliberate attempt made to replace terms that would better reflect the process or its value as a resource
For eg, used water in place of wastewater and sewage
Sewerage treatment plants renamed as water reclamation plants
Mindset change needed to get public to understand how the water cycle happens in nature
Water recycling is part of the natural water cycle
Unplanned Indirect Potable Use practised in Europe for centuries
In contrast, planned indirect potable use offers more reliability and quality assurance as water managers typically employ more advanced technology

11. Engaging the stakeholders
Communications with stakeholders was key to success of campaign
Key messages:
NEWater is a safe and meets WHO drinking water guidelines
NEWater will make Singapore’s water supply more resilient
Opinion leaders
Media
Public
Communications with stakeholders is key to success of campaign
Media
Opinion leaders such as political leaders, water experts, grassroots leaders, business groups etc
Public
Key messages:
NEWater is a safe and sustainable source of water supply for Singapore and meets WHO drinking water guidelines
NEWater will make the overall water supply system more resilient

12. Engaging media as partners

13. Endorsement by leaders

14. sewage treatment plant  water reclamation plant
Choice of words
wastewater or sewage
 used water
sewage treatment plant  water reclamation plant
Reclaimed water  NEWater

15. NEWater Visitor Centre
Pillar of public education campaign; officially opened in Feb 2003

16. Public sampling

17. 4 NEWater plants can meet 30% of Singapore’s water needs
NEWater in 2012
300 parameters incorporated; more than 130,000 analyses carried out to date
4 NEWater plants can meet 30% of Singapore’s water needs
23 million bottles of NEWater distributed for public sampling purposes
NEWater to meet 50% of Singapore’s water demand by 2060.