Lessons From Outside the Box: The story of the Water Efficiency Program in Jordan.  Mona Grieser, Chief of Party Academy for Educational Development/WEPIA Abstract In discussions with suppliers of aerators and other water saving devices in March 2000, during a survey conducted by the Water Efficiency and Public Information Program (WEPIA), it was discovered that the total sales of Water Saving Devices (WSDs) from all suppliers in the entire previous year, had been less than 100 aerators. Four years later, aerators are legally required on every faucet in new construction to bring the building into compliance with the new codes. More than 60% of Government buildings have had their faucets, and showers retrofitted and the total anticipated water savings to Jordan is estimated at 10 million cubic meters per year over the next ten years. The story of how this took place is interesting in that an innovative approach was used. An approach that came from outside the box—even outside the water sector. In January 2000, the United States Agency for International Development (USAID) in Amman, signed a cooperative agreement with the Academy for Educational Development (AED), a US-based non-profit organization, to implement a water conservation program using social marketing and other communication and behavior change models. AED has been a leader in the field of behavior change for decades but its experience in the water sector had been, up until then, limited. It had, however, experienced tremendous success in using behavior change (BC) models in the health sector, the agricultural sector, civil society and democracy and a variety of other fields where social acceptance of technical solutions was important. It has become apparent that the field of water, though late to understand it, also requires social acceptance.