Water Protection Public Engagement Strategy for Edmonton

How do you encourage people to protect a vital water source for decades to come?

By giving them the ‘why’ and ‘how’ in ways they can use now and in the future.

Client: City of Edmonton, Drainage Services


River for Life is the City of Edmonton’s long term plan to reduce pollution flowing into the North Saskatchewan River from its wastewater, stormwater and combined sewer systems.  It’s part of the City’s pledge toward “net zero” impact on the river from human activity.

AirShift Group was hired by the City of Edmonton to develop public engagement strategies that aligned how it would accomplish this goal with the City’s many existing environmental preservation and protection programs.RiverForLife

Our work, completed in several phases over two years, provided the City:

  • Insights into public attitudes and perceptions about water quality and conservation.
  • An overview of best practice water protection and conservation outreach programs throughout North America and other parts of the world.
  • Recommendations on a ‘one-city’ approach to providing key stakeholders with watershed health information and actions to encourage residents and businesses to take part.
  • A Public Engagement Plan, to be implemented in phases, to educate and encourage action related to improving the quality of stormwater, wastewater, sewer water, and green infrastructure.


The City of Edmonton has now launched its “River for Life” Program and is aligning its financial and human resources and its practices to ensure the City, and its citizens, can collectively advance their shared long term water resource preservation and protection goals.

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