UCLA/CSULA

Pure Water, Shared Future: Tap. Back. In. is an equity-centered collaboration among Cal State LA, the UCLA Counterforce Lab, the Metropolitan Water District, and Pando Days, focused on rebranding reclaimed water in Los Angeles. The project addresses the adoption of reclaimed water as both a sustainability issue and a public communication challenge, recognizing that barriers such as unfamiliarity, the “yuck factor,” distrust, and uneven water access shapes public acceptance. Through student engagement, photovoice, interviews, surveys, and secondary data, the project explores how Angelenos understand and experience water in their everyday lives. These insights informed the Tap. Back. In. campaign, which uses rebranding, clear labeling, generational segmentation, and repeated community exposure to build trust, reduce stigma, and position reclaimed water as part of a more sustainable and equitable water future for Los Angeles.

Faculty Lead:
Shikha Upadhyaya, Department of Marketing, Cal State LA, Yogan Muller, UCLA Design Media Arts Counterforce Lab

Students:
Lea Campos, Andy Torres

Collaborating Partner:
Cal State LA, UCLA Counterforce Lab, Metropolitan Water District (MWD)

Aligned LA County Sustainability Plan Goals:
Goal 11: Inclusive, transparent, and accountable governance that encourages participation in sustainability efforts, especially by disempowered communities. Goal 12: A commitment to realize OurCounty sustainability goals through creative, equitable, and coordinated funding and partnerships.

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Pitch deck