Rebranded Association Is Making Waves in the Water Sector

The Water Environment Association of Kentucky & Tennessee is now calling itself the Clean Water Professionals of Kentucky & Tennessee

Public perception of the water environment profession has been a persistent problem for decades. The sector is gearing up to clean up those negative perceptions in addition to the water, and the Water Environment Association of Kentucky & Tennessee is making it happen by starting the Clean Water Movement campaign.

The association has taken a step forward by changing its name from the Kentucky-Tennessee Water Environment Association to the Clean Water Professionals of Kentucky & Tennessee (CWP-KT), and that’s only the beginning of the movement it's working towards.

“It’s time to explain what we really do," says Valerie Lucas, executive director of the newly named CWP-KT. "Most workers in the water environment field know that we, above all else, clean water. So why are we still calling ourselves wastewater professionals? We don’t waste water — we clean water. That’s why we have chosen to be the Clean Water Professionals.”

Lucas goes on to say that the water environment field strives toward three principles: protecting the planet, protecting people and making play possible by being the stewards of the many lakes, rivers and streams throughout the water-rich states of Kentucky and Tennessee. 

“There is no new water on the planet. By recycling and reclaiming water, we’re doing our part to preserve our beautiful states," says Lucas. “Our work literally flows through our communities. Quality water means quality of life, so we make sure to leave water cleaner than we found it.”

CWP-KT is looking for partners to tell a new story about wastewater management. And many utilities across Kentucky and Tennessee have already agreed. 

“The main goal for our partners — who we refer to as Clean Water Partners — is to help us improve public perception, boost recruitment into our profession and create growth opportunities across the entire water sector," says Shannon Lambert, president of CWP-KT.

Partners are asked to commit to a culture-shift through getting leaders and their teams to clean up the language around the water sector, both internally and externally through their websites, print and digital marketing, as well by engaging local communities in the clean water movement through events and educational opportunities.

“The Clean Water Movement not only restores dignity to our profession, it puts our teams at the forefront of environmental advancement, economic expansion and community development,” says Lucas. 

CWP-KT is also offering resources to its partners to encourage the clean water culture shift, including monthly internal training and public education materials, partnership designation and participation in collaborative initiatives.

“The truth is, we’re a more powerful force of change when we work together. It’s time to change the face of water,” says Lambert. “This collaboration is about leveraging our work for the good of our communities. This partnership is about remembering our purpose and our passion to provide clean water for all.” 

To learn more, or become a Clean Water Partner, contact Valerie Lucas at valerie.Lucas@cleanwaterprofessionals.orgor visit


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