Water Documentaries, Public Awareness and Customer Concerns

Much has been said about shining a light on the value of clean water and the hidden infrastructure and personnel involved. In the past decade or so dozens of documentary films about water have been produced that do exactly that. From films that expose the aged and decaying pipes under our feet to films that reveal more complex and difficult truths about who is responsible for this decay, documentary filmmakers can bring big water issues, and the controversies and emotions that come with them, into the spotlight. 

Take for example the recent documentary Troubled Water, a film that highlights water contamination and public health issues in America. Watching the film, and seeing, sometimes for the first time, that many communities do not have access to safe drinking water can hit hard on the public's emotions. They might wonder about the lack of access to safe drinking water or about why there are so many toxins and, especially, they might wonder what people plan to do, and when, to fix the problems. 

Or this film about plastic microfibers showing up in tap water. Samples taken from Asia to Europe to the Americas, the video maintains, demonstrate that 80% of the world's tap water contain these fibers. Scientists interviewed in the film, while agreeing that more research is necessary, believe that chemicals bound to these fibers could be toxic to humans. With plastic surrounding us everywhere we look, the public can feel like there is no escape! 

With their dramatic soundtracks and interviews, these documentaries can certainly get people mobilized to push for meaningful change. Yet they can also erode trust and authentic communication between the community, local governments and their water utilities, especially if the concerns are based on incomplete knowledge.

The trick perhaps is to first acknowledge that any kind of public water awareness, no matter how it comes about, is essentially a good thing. Indeed, according to this EPA fact sheet on communicating with customers about contamination, every contact with the public provides an opportunity to build up public trust, develop closer ties, explain your utility's commitment to delivering safe water, prepare the public for future communication and gain support for investment in their water system.

At the same time it is important to know that whether or not these films play a significant role in public perception, results from recent polls show that Americans are increasingly becoming more concerned about water quality issues. Many utility personnel field water quality concerns from their customers on a daily basis already, so being prepared with good information and a positive attitude can go a long way in staying calm through a public relations storm, or just as inquiries increase over time. The AWWA has a helpful toolkit for talking honestly and openly with your community about difficult issues such as lead contamination.  

In the meantime, you can get ahead of the game by anticipating questions that your customers might have about their water, where it comes from, and who is in charge. Here is a list of recent water documentaries (with links for watching if available) that may be weighing on your customers minds lately. 

• Water & Power: A California Heist This films explores competing interests in California's groundwater reserves and the privatization of water.
• Troubled Water This film investigates drinking water contamination in communities across the country.
• Liquid Assets This film tells the story of our water infrastructure
• Tapped This film examines the role of the bottled water industry and its effects on our health, climate change, pollution, and our reliance on oil.
• The Water Front This film explores issues of affordability and changing neighborhoods, as well as the strengths and limitations of community activism.
• Flow This film asks the question: Can anyone really own water? 
• Nova: Poisoned Water  This NOVA series uncovers the science behind corrosion control and lead in pipes.
• Parched This National Georgraphic water series treats a variety of topics including affordability, lead in pipes, PFAs/C-8 contamination, rooftop water tanks and more.
• Beyond the Mirage This film focuses on drought, growth and the future of water in the West.
• Written on Water This film shows innovators in Olton, Texas who fight to keep their town alive against the decline of the Ogallala Aquifer. 
  

Finally, it is hard to not get overwhelmed by the sense of despair that such documentaries can sometimes produce. However, this documentary produced in 2011 by the Alliance of Indiana Rural Water takes a more positive spin on how states and towns can tackle water quality challenges a little bit at a time to add up to significant improvements for all. 

Raise your profile with AWWA’s Drinking Water Week

This week marks the American Water Works Association’s drinking water awareness week, and they are offering a suite of free materials for water operators and utilities to raise you profile in your local communities.

“This year’s Drinking Water Week will motivate water consumers to be actively aware of how they personally connect with water,” said AWWA Chief Executive Officer David LaFrance. “We should all know how to find and fix leaks, care for our home’s pipes and support our utility’s investment in water infrastructure.”

The materials – which include artwork, public service announcements, press and social media posts and more – provide an introduction four key steps AWWA is highlighting for water users this year:

• Drinking Water Week Introduction – AWWA encourages getting to know and love tap water.
• Get the Lead Out – Replace lead-based water pipes and plumbing.
• Check and Fix Leaks – Conserve water by checking and fixing leaks inside and outside the home.
• Caring For Pipes – Stop clogs before they happen by learning more about what can and can’t be flushed.
• Water Infrastructure Investment – Protect your water supply by advocating for investment in the repair and replacement of infrastructure.

Help celebrate the rest of Drinking Water Week, and bookmark their materials for the next time your program wants to promote these issues.