1. 1101 14th Street, NW, Suite 1400p 202.347.7550 Washington, DC 20005f 202.347.9240 www.americanrivers.org Messages for Change: Stormwater Communications Research Katherine Baer

2. How We Got Here Water Words that Work Polling (2005) –Spawl and overdevelopment is bad… –Traffic, crowded schools, open space –Few understand overdevelopment as a water issue

3. Message Research Goal – to craft clear and persuasive messages for local leaders to be delivered by clean water advocates to: –Create political will for better approaches for stormwater; –Link land use decisions with clean water; –Make stormwater a priority by coming from a different angle; –Develop and test message concepts.

4. Polluted stormwater runoff is unhealthy for our community and for our local economy. Polluted stormwater carries bacteria into our streams, rivers, and lakes; 3.5 million people who swim in polluted water become sick each year in the U.S. Closed beaches, rivers and waterways severely impacts recreational tourism, an industry that generates over $16.5 billion in revenue and 206,900 jobs in Virginia. Simple, cost effective solutions exist to reduce polluted stormwater runoff and grow a healthier community. Rethink stormwater. Treat rain as a resource.

5. Low impact development techniques reduce water treatment costs. The most cost efficient and effective way to protect drinking water supplies is to keep pollutants out of drinking water sources. Stormwater management through low impact development greatly reduces water treatment costs by placing less burden on treatment plants. Rethink stormwater. Treat rain as a resource.

6. Low impact development increases property values by improving the health and vitality of your community. Low impact development techniques are simple. They cost less to build because of decreased site development and conventional infrastructure costs. Low impact development techniques treat stormwater as a resource, retaining natural features and vegetation to prevent pollutants from entering our waterways. Low impact development sites are more attractive to buyers because of their environmental amenities including flood prevention and pollution reduction. Rethink stormwater. Treat rain as a resource.

7. Message Testing - Results Summary All concepts worked – but wanted to see how plausible to their community; Pictures were powerful – visual response; “Getting” solutions; Need more closely linked images.

8. Message Has to Make the Connection Between Problem and Solution We showed this problem with this solution example: A Better Example Would Be:

9. Implications for trash