New Effort Inspires Conservation Through State Pride

SACRAMENTO, CA--(Marketwired - Feb 14, 2014) -  Save Our Water launched a new messaging campaign today which aims to inspire Californians to reduce water conservation as a matter of state pride. The statewide water conservation education program, which is a partnership between the California Department of Water Resources (DWR) and the Association of California Water Agencies (ACWA), introduced the "Californians Don't Waste" campaign at ACWA's 2014 Drought Briefing in Sacramento.

"The severe drought that our state is experiencing means that we all must do our part to save water," said Mark Cowin, DWR director. "Californians have always answered calls to conserve, and this new campaign will help remind them of creative ways to save water."

Save Our Water, created in 2009 during the last drought, is a consumer-focused program that works closely with local water agencies to help Californians learn the many ways they can save water inside and outside their homes. The new creative campaign will be marketed via the program's paid media, social media and website.

"With this new creative campaign, Save Our Water continues to be a great resource for many local water agencies as they help their customers find ways to reduce their water use at home," said Timothy Quinn, ACWA's executive director. "This partnership between the state and local water agencies has really benefitted California as we all work together to help stretch the state's water supply."

The campaign debuts with three ads: The Official 2014 California Shower (baby wipes), The Official 2014 California Hose (a broom) and The Official 2014 California Lawn (brown). The tag line "Californians Don't Waste" accompanies each.

The program will be producing more versions of "The Official 2014 California [fill-in-the-blank]" as the drought continues and soon will be releasing short videos to accompany the print creative.

For more information about the "Save Our Water" program and ways to conserve water, visit www.saveourh2o.org or follow the program on Facebook or Twitter. For more information about ACWA, visit www.acwa.com. To learn more about the Department of Water Resources, visit www.water.ca.gov.