Creative Brief

Water reuse is one of the most powerful tools for addressing water scarcity, yet the highly technical and complex nature of water purification processes is a significant barrier to public understanding and acceptance. These projects often do not move forward without public support.

Carollo recognized an opportunity to help utilities solve a longstanding problem by redefining how complex technical topics are communicated to the public. The solution was The ABCs of Water Reuse: a first-of-its-kind illustrated alphabetical guide to 26 essential water reuse concepts, from Aquifers to Zero Wasted Water, written for both technical and non-technical audiences.

What sets this entry apart is its creative approach. Each concept was developed by technical experts and communications professionals, with vibrant metaphors and illustrations replacing confusing process diagrams. The book is free to download and designed with minimal branding so utilities can integrate it directly into their own outreach materials—at no profit to Carollo.

The results validated the need:

• 5,450 books distributed industry-wide, 550 Amazon buys.
• 411 downloads, 4,341 webpage views.
• 13 quality media placements.
• 4,000+ social media engagements.
• Endorsements from AWWA, WateReuse, WEF, and ASCE, including: "An essential resource for communities working to advance the public acceptance of water recycling."

This entry demonstrates that bold creative thinking and a genuine commitment to public service can move an entire industry forward—and provides a replicable model for communicating complex infrastructure topics to any audience.