Corpus Christi Desalination Campaign sparked controversy on May 13 when city officials approved approximately $123,000 for marketing and education efforts focused on water issues, with a significant portion allocated to desalination. The decision triggered heated debate among City Council members, exposing sharp divisions over the city’s approach to securing its future water supply.
Breaking Down the Spending
The most significant single chunk—roughly $50,000—was funneled into a local Inner Harbor desalination campaign. This campaign, launched in April, includes digital and radio advertisements under the tagline “What Fills Your Cup?”
In addition, the city spent about $30,000 on a statewide campaign hosted on the Texas Tribune’s platform. This effort targeted elected officials and business leaders across Texas. It featured sponsored content and newsletter integrations designed to echo the city’s message throughout the 2025 legislative session.
The city allocated an extra $43,000 for a broader local campaign to raise awareness of Corpus Christi’s four-tiered water security strategy and evolving water sources.
A Divided Council: Support vs. Skepticism
While many council members backed the idea of informing residents and stakeholders about water issues, some raised concerns about the focus and transparency of the campaigns.
Councilwoman Sylvia Campos criticized the desalination-focused efforts, calling them a “terrible waste of money. ” This is especially true since the City Council has not yet approved a final maximum guaranteed price for the proposed desalination plant. Officials expect to hold that crucial vote later this year.
“It’s premature,” Campos argued, emphasizing the uncertainty surrounding the project’s costs.
Mayor Paulette Guajardo, however, strongly defended the campaign. “This is the largest and most important decision this council has made since 1852,” she stated. “Educating the people paying for this is not just important — it’s necessary.”
Statewide Push and Strategic Messaging
The statewide campaign, orchestrated in part by Communications Director Elisa Olsen, was intentionally timed to coincide with the Texas legislative session. She explained that the goal was to amplify the efforts of local officials lobbying in Austin.
“It was a strategic decision,” Olsen said. “We wanted people reading the Texas Tribune to repeatedly see our message — reinforcing what our mayor and business leaders are advocating face-to-face.”
The campaign did not solely focus on desalination but made it a central theme.
Concerns About Government Messaging
Councilman Gil Hernandez warned that people might perceive the campaign as government propaganda. “This is a government entity promoting a specific issue — with only positives, no negatives, no pros and cons,” he said. “Whether intended or not, it will be perceived as propaganda.”
Councilwoman Carolyn Vaughn echoed the need for balance. While she supported the city’s outreach efforts, she called for more emphasis on conservation and the city’s current water challenges.
Communication or Controversy?
As Corpus Christi plans for long-term water needs, the Corpus Christi Desalination Campaign has sparked debate over its communication strategy. Supporters argue that public awareness is essential for future sustainability. However, critics worry that the campaign sways taxpayers rather than informs them, especially with key decisions still pending.
As the city moves closer to finalizing its desalination plans, it remains unclear whether these campaigns will build public trust or deepen community skepticism.