To address the need for long-term solutions to the problems in the nation’s wastewater systems, the Responsible Flushing Alliance has been formed as an independent nonprofit with a mission of educating consumers about responsible and smart flushing habits in partnership with wastewater and sanitation industries.

The Responsible Flushing Alliance, established with 501(c)(6) status, also announced the hiring of Lara Wyss as its president. Wyss comes to the Responsible Flushing Alliance with more than 20 years of experience in communications and public relations, with an emphasis on environmental affairs and the consumer products industry.

“I’m excited to take the lead for the Responsible Flushing Alliance as we work to raise awareness and education about how proper flushing contributes to a healthier home and office, safe environment and well-maintained sewer systems,” Wyss says. “Targeted and collaborative public education about what not to flush will lead to reduced wastewater costs, improve the health of our waterways and the safety of our public works professionals.”

The first initiative that Wyss will spearhead for the Responsible Flushing Alliance is a consumer and industry education campaign to raise awareness about the proper disposal practices for non-flushable products and to advocate for the prominent placement of “Do Not Flush” labels on non-flushable products.

Initially, the campaign will focus on California where the Responsible Flushing Alliance has partnered with the California Association of Sanitation Agencies (CASA) to develop an industry-led, statewide awareness campaign in California.

“Just because an item can clear a toilet bowl, doesn’t mean it should be flushed,” Wyss says. “We’re looking forward to working with California’s sanitation and wastewater industries to raise awareness about what not to flush to keep our infrastructure operational.”

The Responsible Flushing Alliance looks forward to expanding efforts nationwide through partnerships with other wastewater and sanitation stakeholders. “The creation of the Responsible Flushing Alliance as an independent nonprofit organization allows us to better focus on our mission to elevate consumer awareness of how smart flushing behavior in the bathroom impacts the overall health of our homes, and ultimately our communities,” says Becky Johnson, the Responsible Flushing Alliance’s board chairman and global public policy director at Kimberly Clark. “The Responsible Flushing Alliance is committed to contributing real solutions by working with the wastewater and sanitation industries to educate consumers about making smart flushing decisions. To be successful, this effort will take all stakeholders working together. We invite others to join us.”

Responsible Flushing Alliance Coalition Members include Albaad, Center for Baby and Adult Hygiene Products, Essity, First Quality, Georgia-Pacific, Johnson & Johnson, Jacob Holm, Kelheim Fibres, Kimberly-Clark Corporation, Nehemiah Manufacturing, Nice-Pak, Procter & Gamble, Rockline Industries, Sellars Nonwovens and Suominen Corporation.