Changing Conversations · Changing Minds

Preparing for the New Normal

Water Supplies in an Uncertain Climate

Heeding Nature's Silent Call

Innovating with Water Reuse

The Virginia Rail and American Bittern
Photos taken at Fernhill Natural Treatment System

Paul Slovic, Ph.D.

A founder and president of Decision Research and Professor of Psychology at the University of Oregon.

Linda Macpherson, MPA

Founder · Managing Member · New Water ReSources, LLC.

Window of Discourse

From "The Overton Window" written by Joseph P. Overton

Unthinkable
	Radical
		Acceptable
			Sensible
				Popular
					Good Public Policy

Provide information that is interesting and engaging and is simple enough to understand but technical enough to trust.

Talking About Water, pp. 71

Public Perception

Sharing a taste

Sending the Message

Pure Water Brew

Clear Concept Verbiage

The only thing remarkable about it is that it isn't remarkable at all.
Bill Gaffi, P.E. · General Manager of Clean Water Services · Executive Director of the Clean Water Institute

Words we got back

Expanding Partnership 2014

Department of Environmental Quality , State of Oregon
"Using recycled water will become increasingly important in our region as demands on our water resources increase."
Environmental Protection Agency, United States

"Pure Water Brew is an excellent example of our ability to take water that is otherwise thought of as waste and put it to direct positive value as a beer."

"There is no reason in the world to judge water by its history.We are very much focused on what’s the quality of the water for the use to which it will be put." Ken Kopocis · EPA Deputy Administrator Office of Water (2015)