Singapore NEWater Program

From Toilet To Tap

Paul Rozin argues that we need to overcome our disgust with recycled water. He offers Singapore's NEWater as an example of effective marketing: 

Four treatment plants throughout the country take sewage, filter it through several membranes, and expose it to ultraviolet light to make it safe to drink. Now 30 percent of the country’s total water demand is met using reclaimed (i.e., recycled) sewage. The program’s success was due in part to a dedicated communications team that conducted a massive public education campaign, which included a TV documentary. But Singapore also made the decision to release the cleaned-up wastewater into reservoirs, where it got re-treated along with regular tap water. This extra step was hygienically redundant but psychologically vital in helping Singaporeans accept NEWater as a fact of life.

The above animation was created by primary school students in Singapore.