Copywriting / Transcreation

Mistrust around drinking water had opened the door for shady companies to peddle costly filters and sow unnecessary fear. El Paso Water knew the facts told a different story: the city’s water already meets the most rigorous safety standards in the country.

The question was: how do we cut through the noise and restore confidence. With Trust Your Tap, we pulled back the curtain on what most people never see: scientists running 375,000 lab tests a year, crews monitoring treatment plants day and night, and safeguards that catch issues at the parts-per-trillion level (a.k.a. the tiniest trace of contaminants).

By blending reassurance with pride, the campaign re-framed tap water from questionable into trustworthy. More importantly, it reminded El Pasoans that the people who serve the community are also customers themselves, and it gave El Paso Water a platform to keep building transparency for the long term.