New Commercial Campaign Urges You to Conserve Water Even More

Southern California's water-management agency began running commercials on television and radio this week, urging residents to save water in the face of a prolonged drought.

"We're building a broad outreach campaign that reinforces to Southern Californians just how serious the drought is," Metropolitan Water District of Southern California General Manager Jeffrey Kightlinger said.

"Southland consumers and businesses have certainly made significant improvements in using water more efficiently over the past 20 years, for which we thank them," he said. "This drought, however, compels all of us to take water conservation to the next level by incorporating permanent changes to ensure we use water, particularly outdoors, where up to 70 percent of water is used."

The MWD's "Don't Waste Another Minute Wasting Water" campaign features 30-second television and 60-second radio spots, along with online and mobile ads. The television ads will run on Los Angeles- and San Diego-area stations through Sept. 28. The radio ads will be couple with traffic-report sponsorships English, Spanish, Mandarin, Cantonese, Vietnamese and Korean stations.

The ads are part of $5.5 million effort approved by the MWD board in March for a public-awareness campaign aimed at encouraging conservation and spreading awareness of the drought.

--City News Service

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