Manufacturer launches water campaign

24th March 2017

Pumps manufacturer Grundfos announced the launch of its ‘Who Runs the Water That Runs America’ initiative last month, which was created to help water and wastewater utilities raise public awareness of the many challenges in the water sector.

The initiative seeks to celebrate the professionals behind the scenes who keep the water flowing in the US.

“Our goal is to bring the heroes of the water and wastewater utilities to the forefront and help them with their public communication,” says Grundfos water utility sales VP Robert Montenegro.

He notes that by providing water utility companies with easy-to-use tools to communicate with the public, Grundfos hopes to help achieve that goal.

“I think that most Americans, when asked ‘where does water come from’ would say that it comes from the kitchen faucet. Very few people pay notice to how the water gets there. People don’t think about the process, mounting cost or the water delivery network that makes this resource possible,” explains Grundfos group president and CEO Mads Nipper.

Moreover, he notes that it is the local municipal water workers who are the “true hidden heroes” in this water cycle.

Meanwhile, Grundfos explains that water utilities across the US want to change the way Americans think about water.

“In fact, according to American Water Works Association’s 2016 State of the Industry Report, communicating with the public is one of the top three concerns of water utility professionals,” says the company.

Grundfos wishes to help water and wastewater utilities in this outreach effort by offering digital resources that will allow individual utilities to create messaging appropriate for their local audiences, using key elements such as a customisable ‘Who Runs the Water That Runs America’ video.

“Water utilities can tailor this video to their individual service areas by adding specific utility information and photos. This short video celebrates the value of water and water utility workers,” the company states.

The initiative website,, offers consumers a chance to learn about the water life cycle and water use, Grundfos notes, adding that the site also offers an interactive water footprint calculator, a map of water prices across the country and water-saving tips.

Other key elements also include social media and website content that utilities can make use of, posters and downloadable newsletters to help target local utility customers.

“As a leader in the field for over 70 years, Grundfos understands this initiative serves a greater purpose,” the company states, adding that Grundfos is a water solution provider and pumps producer, but that the company can do also do a lot more.

“We feel that we have a great stake in the obligation of sharing the story about the importance of the water sector and the importance of the work that the water utilities do,” Nipper concludes.