Drought prompts new metropolitan advertising campaign to ask region to save even more water

LOS ANGELES–(COMMERCIAL THREAD) – The inevitable cycles of drought are just as much a part of Southern California as its rich history, world-renowned entertainment industry and action sports culture – all themes echoed in the latest advertising campaign for conservation of Metropolitan.

The campaign pays homage to the many different lifestyles that make Southern California unique, while allowing residents across the region to explore ways to leverage their well-established water-saving habits. Drought conditions impact the water supply statewide.

“Our campaign is designed to reach diverse audiences with an inspiring message that celebrates both the region’s rich heritage and its dedication and success in water conservation,” said Sue Sims, Director of the Metropolitan External Affairs group . “It sets a reassuring tone that reminds us all that we’ve done it before, that we know what to do, and that we can do it again – together.”

Multilingual Creative, developed entirely in-house by Metropolitan staff, will be featured in English and Spanish radio spots on 42 Southern California stations, digital billboards, bus shelters and social media. The campaign, which runs through mid-October, was based on research including a poll of Southern Californians who showed great concern over the drought and a willingness from more than 60% of people asked to do even more to save water.

California is in its second year of drought, with worsening dry conditions. Fifty of the state’s 58 counties are subject to a drought emergency declaration, prompting Gov. Gavin Newsom this summer to ask residents to voluntarily reduce their water use by 15%. Metropolitan took action this month to declare a water supply alert in its six-county, 5,200-square-mile service area, calling on the region to conserve water to protect valuable storage reserves.

“If Southern California’s 19 million people commit to making even a small change to save water, they can add up to have a big impact on how we get through this. drought, ”said Bill McDonnell, Metropolitan’s director of water efficiency. “This campaign is designed to provide tips and resources that anyone can take advantage of – whether it’s small behavior changes, like doing only full loads of laundry and fixing leaks quickly, or actions more important such as using one of our discounts to buy an efficient appliance or trade in a lawn for a California Friendly® garden. ”

To access additional tips and discounts, visit www.bewaterwise.com

The Metropolitan Water District of Southern California is a state-established cooperative that, with its 26 cities and retail suppliers, provides water to 19 million people in six counties. The district imports water from the Colorado River and northern California to supplement local supplies, and helps its members develop increased water conservation, recycling, storage and other stewardship programs Resource.

Note to editors: Metropolitan’s creation can be viewed and downloaded here.


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