Metropolitan Launches Summer Water Conservation Campaign

H2Love campaign asks Southern Californians to embrace long-term
conservation as drought enters fifth year, Los Angeles registers record
low rainfall

LOS ANGELES–(BUSINESS WIRE)–Love water. Save water. That is the simple message of Metropolitan Water
District’s new H2Love™ campaign launched this week.

The $2.2 million advertising and outreach effort encourages all Southern
Californians to treasure the state’s limited water resources and embrace
conservation as a way of life. With the state entering its fifth year of
drought and climate change threatening water resources on multiple
fronts, conservation is the best way to ensure water reliability in the
region.

The H2Love campaign, which builds on Metropolitan’s award-winning
education and outreach programs, will inspire Californians to make a
lifelong commitment to saving water at home, at work and in their
communities.

“In the face of this historic drought, Californians have proven they can
respond to calls to save water, even under challenging conditions,” said
Metropolitan General Manager Jeffrey Kightlinger. “We are asking
everyone to make a long-term commitment, to show their love for water by
conserving it. We are moving past last year’s state mandated cutbacks
and making a choice to use water wisely every day, rain or shine.”

The ongoing drought pushed many local reservoirs and groundwater
aquifers to record low levels last year. And while last winter’s rain
and snow in Northern California are helping replenish those reserves,
scientists are predicting more dry conditions ahead. Even more
concerning is the long-term outlook. Climate change will mean longer
droughts, higher temperatures and less snowpack, all of which will
challenge water supply reliability in the future.

Through its H2Love campaign, Metropolitan is asking Southern
Californians to be part of the solution. Today, the agency started
running print, online and radio H2Love ads across the Southland. The
campaign will reach diverse audiences, running in 53 community
newspapers in five languages—English, Spanish, Chinese, Korean, and
Vietnamese—and on more than 75 radio stations. The ads offer
water-saving tips and refer audiences to bewaterwise.com,
Metropolitan’s conservation website.

In addition to conservation tips and classes, the website offers access
to Metropolitan’s rebates for sprinklers, irrigation devices, washing
machines, toilets and rain barrels—tools that help residents make the
kind of permanent water-saving changes encouraged by the H2Love
campaign. The website is now available in English, Spanish and Chinese.

In addition, the campaign renews the popular Pandora partnership that
provides water-themed songs of less than five minutes as a reminder to
take shorter showers. Uforia, a Spanish-language music streaming service
also is taking part in the campaign.

In addition, this weekend marks the official start of Metropolitan’s
partnership with the Major League Soccer’s Los Angeles Galaxy. Galaxy
fans will be treated to H2Love conservation messages and tips during
home games. Metropolitan is also teaming up with the LA Galaxy on its
“Protect the Pitch” program, which supports local environmental and
community projects.

To spread the H2Love conservation message further, Metropolitan is using
the hashtags #H2Love and #H2♥ on social media platforms to share
personal stories of individuals who have taken water conservation to
heart. These stories will celebrate everyday water-saving heroes at
home, in their gardens, at school and in the community. At Galaxy games,
H2Love geofilters will be available to Snapchat users, so fans can share
their love for the team and water conservation on the fastest-growing
social network among millennials.

Metropolitan and its member agencies have been leaders in conservation
for many decades. The advertising campaign is one part of Metropolitan’s
ongoing commitment. In April, the agency’s board designated $100 million
to water-saving efforts, including rebate and education programs.

“The hot summer months are here,” Kightlinger said, “and we urge
everyone to do their part and conserve. As our campaign says, Love
Water. Save Water.”

The Metropolitan Water District of Southern California is a
state-established cooperative of 26 cities and water agencies serving
nearly 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 to develop increased
water conservation, recycling, storage and other resource-management
programs.

Contacts

Metropolitan Water District of Southern California
Rebecca Kimitch,
(213) 217-6450; (202) 821-5253, mobile
Bob Muir, (213) 217-6930;
(213) 324-5213, mobile