In the water sector, it is increasingly discussed that water reuse, or recycled wastewater, has become an essential part of the water cycle with an enormous potential to increase the amount of clean water that can be used for potable and non-potable purposes. Together with holistic management of water resources, which includes water conservation and efficiency measures, centralized and on-site water reuse programmes have contributed to diversify water portfolios for numerous uses, increasing water security.Water reuse for potable and non-potable purposes is implemented in a growing number of cities all over the world. Its main objective is to provide reliable sources of clean water while protecting human and environmental health (Environmental Protection Agency (EPA), 2017; World Health Organization, 2017). Its main drivers are water scarcity and pollution; and the actual threat of not having enough clean water for all uses.At present, one of the most important initiatives on water reuse is the National Water Reuse Action Plan (WRAP) of the US EPA (2020a). On 16 September 2019, the EPA announced a collaborative call for action that led to the development of the draft WRAP (EPA, 2019). The draft plan aimed at building on science, research, policy, technology, and national and international experiences for the enhanced consideration of water reuse all over the country. It included the contributions of federal, state and tribal partners as well as stakeholders of the water sector with the objective to form partnerships and prepare and implement the plan.The draft WRAP acknowledges that the main challenges related to water reuse are in relation to the protection of public health and the environment, the cost of infrastructure upgrades, system assessment, installation and operation, and the protection of end-use quality needs (EPA, 2019). It encourages the collaboration of stakeholders on technical improvements; regulatory/policy aspects; financial initiatives; fit for purpose; water information use and availability; and public outreach. Source water can include municipal wastewater, industry process and cooling water, stormwater, agriculture runoff and return flows, and oil and gas-produced water. They all can be treated and reused for the specific purposes.Improving outreach and communication on water reuse is an important component of the draft WRAC. The plan highlights the importance of public acceptance and user confidence for the successful implementation of water reuse programmes across applications. Four main themes on potable reuse recur regarding public acceptance and concerns: water quality and safety, education, emotional response, and trust (EPA, 2019). The draft plan suggests the compilation and development of water reuse programme outreach and communication materials (Action 2.8.1), the development of a community of practice around the water reuse (Action 2.8.2), and pursuing a national branding campaign for water reuse (Action 2.8.3).Since potable water reuse is a new concept in many communities, the e...