CSS Leads Creative Overhaul for Statewide Outreach
As stormwater awareness evolves from compliance checklist to community cause, the Statewide Stormwater Coalition has taken bold new steps to reinvigorate its flagship education initiative: Think Blue Massachusetts. With the support of Capital Strategic Solutions and creative agency partner, MediaBoss, the campaign is entering a new chapter; one that pairs clarity with creativity, and regulation with real-world action.
Across more than 260 regulated communities, the Coalition’s goal remains the same: to help Massachusetts residents, businesses, and municipal teams protect water quality through informed, practical choices. Of course, how you deliver that message matters, and that’s where CSS comes in.
“We wanted this next phase to feel modern, accessible, and actionable,” said Nichol Figueiredo, CEO of Capital Strategic Solutions. “Think Blue Massachusetts has always been about reaching people where they are, but now we’re giving them tools to move from awareness to action.”
A Toolkit for Real Change
CSS created a full-scale social media toolkit to support ongoing outreach. The content speaks to four key audiences: residential, commercial, construction, and industrial, with tailored posts that meet MS4 permit standards (MCM 1: Education & Outreach) and local relevance. Municipal teams can easily plug and play, sharing branded Think Blue Massachusetts content across platforms.
The toolkit includes recommended posting cadences, content categories, and strategic guidance for community engagement. Participating municipalities will also receive campaign analytics to help track digital impact and strengthen their MS4 reporting.
“Stormwater runoff remains a leading pathway for pollutants to contaminate our local rivers and lakes,” said Maria Rose, CFM, Coalition Chair and the Town of Brookline’s Environmental Engineer. “This toolkit empowers every city and town to continue educating residents with fresh, beautifully illustrative, easy to understand messages. There’s no need to write or design a thing.”
The toolkit is available for immediate download at: www.thinkbluema.org/ms4-toolkit. To learn more about the Think Blue Massachusetts campaign and its efforts to protect local waterways through public education and outreach, visit www.thinkbluema.org.
A Familiar Bird, A New Message
One of the campaign’s most visible updates is the refreshed “Clean Water for You” video. While the beloved original “Fowl Water” campaign used humor to break through, the new version keeps its charm while sharpening its message. The updated video features new narration, open captioning for accessibility, and a strong behavioral push: small changes, like picking up after your pet or skipping fertilizer before a storm, can add up to cleaner local waterways.
Designed with versatility in mind, the video plays just as well on social media as it does on a municipal website or at a town hall presentation. The narrative structure reflects best practices in behavioral change communication, engaging viewers through relatable scenarios and clearly defined takeaways.
Building a Resource Hub, One Click at a Time
Education doesn’t stop with a post or a video. That’s why CSS developed a centralized resource library, now live on the Think Blue MA website. Whether it’s tips on reducing lawn runoff, preventing bacteria pollution, or exploring low-impact development (LID), communities now have an accessible, go-to home for stormwater resources.
All materials are ADA-friendly, mobile-optimized, and easy to download, print, or share, helping communities reach residents where it counts: at kitchen tables, town meetings, and neighborhood events.
Meeting the Moment and the Permit
Of course, outreach is also about meeting permit obligations. Think Blue MA delivers on that front too, supporting education requirements under the 2016 MS4 General Permit and providing consistent messaging across Massachusetts’ stormwater coalitions. More importantly, it reflects a shift in how we talk about environmental responsibility.
“It’s not just about rules,” said Clara Pereira, Project Manager at CSS. “It’s about giving people real ways to make a difference, and making those ways feel doable, personal, even a little inspiring.”
About Capital Strategic Solutions
Capital Strategic Solutions (CSS) is a certified woman-owned, disadvantaged business enterprise of municipal experts delivering creative, cost-effective solutions that maximize success and minimize risk. With deep local government expertise, we craft tailored strategies to meet each community’s unique needs.
Our capabilities span public administration, municipal finance, human resources, policy development, emergency management, public safety, public works, water operations, interim municipal services, public relations, community engagement, project management, grant writing, and onsite support. We partner with clients to define clear goals, overcome challenges, and implement human-centered plans that drive performance and transform communities.