GEF

Unit 5  |  Toward Sustainable Water Systems 138 5.4  Water Sustainability Education and Outreach The challenges presented by the global water crisis are moti- vating innovations in technology, architecture, and business. In addition to these developments, water sustainability is also sparking new approaches to education and public outreach. Aquariums and media campaigns raise awareness and support for ecosystems and water resources. Recognizing that successful water sustainability programs need to engage the public, many municipalities and utilities are stepping up water awareness and conservation through outreach and social marketing efforts. Social marketing is a growing approach that uses social science and psychology research to promote behavior change around issues such as public health or environmental responsibility. Motivated by persistent drought and water scarcity, many water utilities are engaging their customers with social market- ing campaigns that aim to change behavior around water use. A good example is the city of Houston, which conducts educa- tional programs about water conservation for school groups and adults through its WaterWorks Presentation Center. SOCIAL MARKETING A form of marketing that uses social science and psychology research to promote behavior change around issues.