The public is so clueless about storm drains — would it help to call them something else? That’s the discussion that broke out on EPA’s NPS-INFO listserv a few weeks ago. I was on the road while this discussion unfolded, but I’m eager to contribute to it. Since I’m joining the conversation belatedly, I thought I would bring something other than my opinion to it. 
Survey participants just don't give storm drains much thought.
I showed the photo above to 100 members of the Due Diligence Test Panel — a market research rapid assessment tool — and gave them this description: “The feature you see in the photo above is designed to collect and carry rain and melting snow away from paved streets, parking lots, sidewalks, and roofs.” Then I asked them three questions.
Question #1. On NPSINFO, subscribers kicked around several possible substitutes for “storm drain.” So I put them to the panel and asked: “Based on this description, which of the following titles do you think best describes this feature?” Here are the responses:
As you can see, the panelists overwhelmingly chose the “correct” term, storm drain. Those who did explained their choice along these lines:
- “I have never seen or heard a term other than ‘storm drain’ used to describe this particular street grate that rests in the gutter.”
- “Because it’s needed most after a storm.”
- “Street drain might have worked. Rain drain is not a term I’ve used. Aqueduct is a bridge. The storm sewer is what this leads to, so its a storm drain.
- “‘Some kind of drain’ was the first thing that came to mind when I saw the picture, and ‘storm drain’ seems to be the most familiar/commonly used word among the choices.”
- “It shows a drain that leads to a sewer. It is true that it is in the street and it takes in rain, but having such an open drain is really only needed for times when there is a good deal of rain, hence a ‘storm drain.’ Storm sewer is OK, too.”
Question #2. So what happens to that nasty water? There are many surveys out there that pose this question in multiple choice format. So I thought it might be interesting to explore it in a different way: “In your own words, please describe what happens to the water that flows into this feature.” As you can see from these selected responses, everyday citizens express a variety of opinions on this topic:
- “Water that flows into this drainage usually ends up in the nearest bayou and then river and then sea. Sometime it is also possible that it will get to aquifers and may eventually pollute near by water systems.”
- “That goes to the drainage and lead them to other place.”
- “goes into the sewer?”
- “The water moves through the pipes to wherever it drains out.”
- “Around here, the vast majority of them shunt the water directly from these drains straight to streams or rivers. In some of the larger cities, the water goes to treatment plants first, due to the high concentrations of pollutants on the roadways and in the water.”
- “It drains to somewhere else.”
Question #3. I think this final item is the one that really provides the most insight. Here’s the last question I put to the test panel: “Do you recall ever giving this matter any thought before?”
Bottom Line: It’s frustrating how low everyday citizens’ awareness of storm drains is, but using a substitute term for “storm drain” won’t really help. The challenge isn’t so much that everyday citizens don’t know what a storm drain is, it’s that they take them completely for granted and give them little thought as they go about their lives. My advice to you when communicating to everyday citizens about these issues is to use the word “polluted” as often as you can: “polluted runoff” and “polluted stormwater.” In addition, be sure to identify, by name, the constituent pollutants that citizens instinctively dislike with no further explanation: motor oil, pesticides, trash.
Good luck out there!
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Great little survey that provides lots of insight. I particularly like your 3rd question and have never seen that asked before in a survey. The person who said that storm water “drains to somewhere else” really summarizes how storm water issues do not register on people’s radar.
Eric, Thanks for weighing in on this discussion, showing the results of your survey, and discussing. I figured you could help out!
This feedback is less helpful than it could have been because of the way the first question was framed. The actual question that was asked on the NPSINFO discussion list was along the lines of “what would be a good replacement term for storm drain that would get the general public thinking about them in helpful, protective ways?” Under that framing, a term like “rain drain” might shake up the status quo hum-drum about this ubiquitous part of the urban landscape, and a better connection might be made.
Eric,
Very interesting study, thanks. Storm drain is the most appropriate term and gets everyone away from using the term storm sewer, however some still think the water still goes to the sewer as in the responses to question # 1:
? “Street drain might have worked. Rain drain is not a term I’ve used. Aqueduct is a bridge. The storm sewer is what this leads to, so its a storm drain.
? “It shows a drain that leads to a sewer. It is true that it is in the street and it takes in rain, but having such an open drain is really only needed for times when there is a good deal of rain, hence a ‘storm drain.’ Storm sewer is OK, too.”
Russ Smith
It also shows how infrequently we look at the whole picture. Where I live all the storm water drains to a river basin that is the drinking water supply for those downstream. So the strom drain is the collection system for the downstream folks driking water.
From these results, it sounds like this isn’t a “naming” problem, it’s a “caring” problem. I can’t see how getting people to call it something else is going to change the fact that people don’t think about the pipes buried beneath their streets. When prompted, people seem to know what the feature is, and know what it does (in the most basic way). Why spend precious resources trying to change this basic, “right enough”, understanding?
I recently asked my 4-year-old nephew if he knew what a storm drain was called. He didn’t so I told him. I followed up by asking what goes down a storm drain. He thought for a second and asked if lightening and thunder go down them
. Ha! Love you research Eric!
I’m a volunteer with the local chapter of Surfrider here in San Diego.
First, I love, love, love your blog. Keep up the good work.
The main issue is that only storm water should go down storm drains, so whenever we talk about storm drains, we try to explain this (and that litter, and the other pollution should not go down). And, just to be clear, the vast majority of storm drains do not go to the sewer in SD, they go straight to our beaches.
The other main issue is that we really need this water to not go down a storm drain, but to actually be captured and re-used, or resupply the aquifer. I would love to see storm drains replaced with a different system entirely. In our little film about these issues, we suggest it be captured in large underground cisterns. You can watch the film here: http://vimeo.com/10328536
Belinda Smith
PS
I love “Rain Drain”. Makes so much more sense to the average Joe, and subtly implies that only rain goes down there.
Pingback: Storm Drain Name Confuses Public | Metro DC Utilities Blog
I would like to conduct the same survey without giving a description.
People may have heard the term, but if you hadn’t described it as being …”designed to collect and carry rain and melting snow away from paved streets, parking lots, sidewalks, and roofs…” I wonder what responses you would have had.
I think the storm drain stencilling is great because it calls attention to the drains. But I suspect that the images or words should be changed every few years. So instead of re-painting when it fades or wears out, replace with new content when. That way people will notice them when they look different.
A more accurate label such as pollution collection conduit drainage system , although lenghty, might convey the message better. It is interesting I am a naturalist here in Seattle and teach 3-5 graders about storm drains, most of them seem to understand the water and its contents go into Puget Sound. The adults are the ones who are clueless.
It also shows how infrequently we look at the whole picture. Where I live all the storm water drains to a river basin that is the drinking water supply for those downstream. So the strom drain is the collection system for the downstream folks driking water.
I recently asked my 4-year-old nephew if he knew what a storm drain was called. He didn’t so I told him. I followed up by asking what goes down a storm drain. He thought for a second and asked if lightening and thunder go down them
. Ha! Love you research Eric!