Abstract Many First Nations homes lack adequate water and sanitation services. One way to address these conditions is to develop effective public engagement strategies. Thus, in this qualitative interview study, we explored how 22 non-Indigenous Canadians from one city interpreted this issue and their interest in it. We analyzed the transcribed data using thematic coding and constant comparison. Though most participants were aware of the issue and expressed sadness or anger, understandings were relatively shallow and rarely translated into active involvement. Barriers to engagement included racism and a lack of resources, capacity, and personal responsibility. Based on these findings and social psychological literature on social action, we provide recommendations for public advocacy strategies to engage non-Indigenous Canadians on the issue.