Sustainable Water for Honolulu | A Public Understanding Campaign
Similar to many U.S. public utilities facing aging infrastructure, rising customer expectations, and escalating operating costs, the Board of Water Supply for the City and County of Honolulu (BWS) has been facing the need to increase customer rates primarily to repair and replace infrastructure in support of their 30-year Water Master Plan.
Based on past experience, BWS has been keenly aware of the importance of public acceptance of the need for additional funding. Such acceptance would be based on public trust and customers’ understanding of the complexity of delivering safe, dependable, and affordable water and why the proposed future infrastructure projects are important.
A notable level of understanding and acceptance was achieved through a multi-channel communications program rolled out over the course of four years. Key among the strategies was development of clear, compelling, creative assets to draw public attention and build familiarity and understanding of the complexities of the water service system. With communications team members spanning across the U.S. Mainland then across the Pacific to Hawaii, Adobe products consistently enabled the team to develop targeted, compelling graphics and effectively share concepts, comments, edits, and final work products within challenging timeframes.
Keep it Simple
While Oʻahu is a small island, the size and complexity of its water system are impressive. This complexity was captured in a simple, easy to understand infographic used throughout the outreach program. Central to the artwork are the island’s mountains, where Oʻahu’s water supplies are naturally captured. BWS accesses these supplies through tunnels, shafts, and wells. Treatment of this naturally pure water supply is minimal. 171 reservoirs (water tanks, as the infographic shows) store water proximate to its point of use. Supplies are carried throughout the community through an impressive 2,100 miles of pipeline that feed water to 21,000 fire hydrants and 170,000 water services.
Keep it Short
Public messaging has evolved over the years, with community and focus-group members consistently requesting short messaging. “Give us bullets; we’re just too busy.” This request was heeded as BWS approached public hearings for the rate increase, a critical point for public and community outreach.
At this juncture, a flyer was developed to consolidate key messages, providing three levels of detail:
Front panel, top half: an explanation of what was happening, why, and the resulting benefits
Bullets: detailed information behind key points, including how funds will be used, what to expect as new rates roll out, alignment with community values (of particular importance in Hawaii), and go-to sources for further background and information.
Keep it RelevantRespecting readers’ time, each individual was able to review quickly or dig as deeply as they wished.
Three core technical studies led to the determination that new rates were warranted:
A Water Master Plan assessed the condition of the water system, projected future demands, and outlined needed infrastructure projects;
A 30-Year Infrastructure Investment Plan put the master plan to work, designating when infrastructure projects should be implemented; and
A Long Range Financial Plan assured sufficient funds for project implementation, while maintaining BWS’s ongoing operations and maintaining affordability for customers.
Knowing multiple small (but crucial) audiences would have interest in these findings (city and county officials, political interests, community leaders, environmental groups, etc.), these highly detailed plans were simplified for a non-technical public audience and presented in summary versions. Extra effort was made to transform the contents into readable, relatable, interesting copy, with integration of photos and graphic elements. Graphics selected for covers of these summary documents show segments of historical murals in the BWS Headquarters depicting use of water as a precious resource throughout Hawaii’s history.
Accomplishing the Agency’s Goals
The results have been appreciated by the expected audiences and beyond. Copies made available at public meetings and hearings have been scooped up, indicating public interest and a step toward establishing a better understanding of the long-range planning and the complex need to increase water rates. Positive feedback from the public to raise rates has been exceptionally valuable to decision makers, especially at a time when public pushback against raising rates is the norm.
As BWS moves forward to seek their Board of Directors’ adoption of the new rates structure and increased fees, they do so in an environment of customers who are more aware of the complexities of water service, for the most part accepting the need for and benefits of sufficient funding. The multi-year public communications strategy was successful with the inclusion of the clear and compelling graphic assets. They succinctly communicated salient points to the public and were instrumental in building support.
