Northwood News ♦ October 2011

Study Shows Stormwater Still a Cloudy Subject for Most Citizens

By Carole Barth

MoCo citizens have the reputation of being environmentally savvy, but I wonder if we would have done any better than our Baltimore neighbors did on Upstream, Downstream, a study of public attitudes about stormwater.  The study was conducted in 2007 by an opinion research firm (OpinionWorks) at the behest of the Baltimore Stormwater Action Coalition.  Although the study was specific to Baltimore, I think it also holds valuable information for us.

Here are some of the key findings:

• Only one resident in six knows for sure that stormwater is not treated before it reenters our waterways.  Most people see no connection between a spilled garbage can in Towson and floating trash in the Inner Harbor.  They are more apt to think the trash comes from thoughtless tourists in paddleboats.

• Twice as many Baltimore-area residents see the health of local waters getting worse (34%), rather than better (16%).  The rest said the condition of the waters is not changing, or they were not sure.

• Nearly three-quarters (72%) believe that trash is having a negative economic impact on the City of Baltimore, a number nearly as high as the 82% who said crime was hurting the city economically.

• Almost one-quarter (22%) of the residents interviewed were not able to picture a storm drain near their home.

• In the focus groups, very few people could define a watershed, let alone name the watershed in which they live.

• A total of 83% agree with the statement, “If I knew what to do to help clean up local waters, I would do a lot more.”  A solid majority of 52% strongly agree with that statement.

• Once people feel personally connected to their local storm drain, they will be ready to hear a more complex message about nutrients and contaminants.

• Both print and electronic media were tested to evaluate how effective different approaches might be in the greater Baltimore area.  The research tested both well-known and lesser known campaigns and materials that have been used elsewhere in the Bay region, as well as other parts of the country.  Respondents were clear that they found the ads most effective when they:
  • Asked them to take one, simple action.
  • Told them why the action was important.
  • Gave them local contact information or a Web address if they wanted to know more.

• In general, the most visual concepts drew the strongest response.  The most effective campaigns used uncomplicated messages, colorful graphics, and focused chiefly on the core health concerns of residents.

These findings suggest we have a lot of public education to do in order to meet the new water quality requirements of Montgomery County’s stormwater management permit and the new Chesapeake Bay pollution diet (Bay TMDL or total maximum daily load).  See the complete Upstream, Downstream study.  [Note:  Website link in original article is no longer active.]   ■