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Water management increasingly focuses on tackling stormwater pollution to improve waterway health. Community members have a role in adopting pollution-reduction practices and supporting technologies such as water sensitive urban design. However, because communities are unfamiliar with these practices and technologies, little is known about how they make sense of these 'water sensitive innovations'. Drawing on Diffusion of Innovations theory, we conduct focus groups across different regions of Australia. Our findings indicate that key barriers to adoption included poor understanding of the relative advantage of these practices and technologies, and perceived poor compatibility with community members' lifestyle and local geography. In turn, appraisals of relative advantage were constrained by limited observability of stormwater pollution and the benefits that innovations generate for people and the environment. Our findings suggest engagement strategies should emphasize the relevance and advantages of water sensitive innovations, and help individuals visualize the intangible elements of stormwater pollution management. [ABSTRACT FROM AUTHOR]