Following a contentious emergency rate increase in 2023, the City of Pleasanton faced a significant communications challenge as it headed into its 2025 Water Rate Update. Years of deferred maintenance, new state mandates, PFAS-contaminated groundwater wells, and rising construction costs required major investment—but public trust was low, and past rate discussions had been met with resistance from both customers and City Council members.This time, the City took a new approach: communicate early, often, and authentically. The team designed a nearly year-long communications strategy that fostered understanding and ownership of the shared goal to secure Pleasanton’s water future. Rather than leading with numbers, they led with purpose—showing customers why new rates were critical to ensuring safe, reliable water for years to come.Through a mix of storytelling, consistent branding, and transparency, the City reframed the rate discussion into a community conversation. The campaign featured clear and accessible messaging, visually engaging materials, a dedicated microsite (PleasantonWater.com), interactive tools, a community advisory committee, and the City’s first-ever Water Open House. Surveys, bill inserts, and social media updates kept customers informed throughout the process, while internal coordination ensured staff and Council were aligned in message and tone.The result: a complete turnaround in public perception and Council consensus—with unanimous votes at every step, culminating in approval at the public hearing. In total, the City received just 16 formal written protests and 4 public comments, as the Council praised the outreach efforts and adopted the rate increases unanimously.This session provides a playbook for communicators managing complex, high-stakes topics such as rate changes, infrastructure funding, or budget cuts—demonstrating how intentional, transparent engagement can transform skepticism into shared stewardship.