New retro design ad campaign for water savings launched by Metropolitan Water District

Another spate of winter rain storms may be present in Southern California this week but it won’t halt the need for Angelenos to continue saving water and to make it a life-long habit. And that’s the message a new retro designed advertising campaign launched by the Metropolitan Water District of Southern California is highlighting.

The 1960s-vintage vibe campaign features a H2Love logo against the bright blue, water-inspired backdrop that aims to combat conservation fatigue by grabbing attention with a retro design. New taglines of: “Saving water matters here,” “Loving water means saving water,” and “Love water. Save water. Always.” are intended to inspire the heart behind conservation. The messaging builds on Metropolitan’s H2Love campaign, which was launched last summer under the tagline “Love Water, Save Water.”

The water district acknowledges that Southern Californians have learned a lot about water conservation during the state’s five-plus year drought. However, district officials are now targeting efforts to encourage Angelenos to continue their conservation efforts even though rainfall – and snow in the state’s mountains – have been abundant.

“The drought emergency is behind us and we want to thank the millions of Southern Californians who made saving water a big part of their lifestyle,” Metropolitan General Manager Jeffrey Kightlinger said. “Now we all need to lock in those savings permanently and make conservation a way of life, rain or shine.”

The $1.3 million spring advertising campaign will appear on nearly 500 billboards and transit shelters across the region, many in Spanish, Chinese, Korean and Vietnamese, as well as on commuter busses and Metro trains. The campaign also will be shared through Metropolitan’s social media accounts, using the hashtag #H2Love.

Another opportunity for promoting the H2Love advertising campaign will be Metropolitan’s partnership with Major League Soccer’s LA Galaxy. The H2Love message will be promoted at all of the Galaxy’s home games and with its expanding fan base throughout Southern California. Metropolitan is an official sponsor of the LA Galaxy.

Conceding that Southern California can have some of the most volatile weather in the nation, Kightlinger pointed out that the weather extremes experienced over the past few years in the state may be a preview of what lies ahead with a changing climate.

“Climate change will result in a future of hotter droughts, less snowpack, and increased demand from landscapes and agriculture. That future requires that we all use less water, not just during droughts or temporary emergencies, but throughout our lives,” he added.

Long-term, sustainable conservation remains a key part of Metropolitan’s water supply reliability plan. By 2040, conservation and recycling will account for one-third of the district’s water portfolio under the agency’s Integrated Water Resources Plan, which guides long-term water management policies.

“We will keep reminding Southern Californians that being water smart isn’t just something to do during a drought. It’s about inspiring a cultural shift in how we value and love water every day,” said Sue Sims, Metropolitan’s manager of external affairs.

As with last year’s conservation campaign which directed visitors to Metropolitan’s bewaterwise.com site, the site will again be available to the district’s customers, and others, with information on saving water in their homes, yards, communities and businesses. Last year the site had more than 200,000 unique visitors to the site in August and September alone. The site — now available in English, Spanish and Chinese — offers conservation tips, online water-wise gardening classes, and access to Metropolitan’s rebates for sprinklers, irrigation devices, washing machines, toilets, and rain barrels—all tools that can help Angelenos with the permanent water-saving changes.

“We realize that after this year’s rains, some people may be tempted to relax their conservation efforts and revert to their old water-using ways,” Kightlinger said. “But we can all make sustainable changes in our water use.”