Project: Citizen engagement strategy
Client: City of Williams Lake

 

How do we increase public participation around a contentious health topic?

By presenting both sides of the issue in a transparent way, so people are informed and have influence over the outcome.

Since the 1940s, it had become common practice in North America to introduce fluoride to water systems to improve public dental health. However in the past 10-20 years fluoridated water sources have become a national and international issue, and many jurisdictions have opted to stop fluoridating water for economic, environmental and health reasons, and in response to an increase in readily available oral hygiene products and foods containing fluoride.

In Canada, the decision to fluoridate the water supply resides with municipalities, and is often surrounded by opposing debate divided between those who support it for public health reasons (reduction of dental caries) and those opposed to it citing human and environmental toxicity.

Until recently, the City of Williams Lake, BC, was 1 of only 8 communities in the province that added fluoride to its water supply, under a bylaw passed in 1969. In 2011, Williams Lake City Council committed to hold a referendum on fluoridation in conjunction with its civic election. However, residents of Williams Lake had twice before, in the 1990’s, voted to support the addition of fluoride to their water supply. Low voter turn-out and confusion over the referendum question in these previous situations prompted the City to partner with Communication Solutions to support increased awareness of the issue and encourage residents to cast their vote.

Our team developed and implemented a comprehensive communication program that ensured Williams Lake residents would be informed about both sides of the issue. The program included online and print outreach tools, a public opinion survey, a dedicated fluoride liaison and spokesperson, outreach to business and health/environment organizations, liaison with Canadian Dental Association, an open house with experts on both sides of the issue and civic displays – all offering people the opportunity to get involved, comment and ask questions prior to the referendum. We also ensured consultation and testing of the referendum question to ensure clarity.

Services provided

Strategic Communication Planning
Outreach Implementation including:

• Project management and ongoing client liaison
• Development and tracking of tools
• Stakeholder outreach
• Media relations planning
• Ad planning and buying
• Public events planning

Results

• Increased voter turn-out (50% of eligible voters) compared to two previous civic elections (44% and 47% respectively), and well above provincial average (30%)
• Referendum passed with clear majority of votes against adding fluoride (2,453 compared to 970 who voted for continuing to add fluoride).
• 100% local media participation in coverage of the issue during four months leading up to and day of the referendum with little or no changes to key messages within media releases and advisories.
• Savings to the municipality of $94,000 a year – the cost to add fluoride to the Williams Lake water system.

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