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Capitalizing on this year’s election fever the omnipresent Lawn Dude icon has reportedly thrown his hat in the ring with a clear and one-issue platform of “Conserve, Conserve, Conserve!”
A creation of the Southern California Water Committee (SCWC) and Clear Channel Outdoor Americas (CCOA), Lawn Dude is a spunky ball of green turf who first appeared in August 2014 in hopes of prodding Californians to conserve water as the state then struggled with a persistent three-year drought. Two years later, in spite of a near normal water year in Northern California, Southern California is facing a historic fifth drought-plagued year.
The newest iteration of Lawn Dude was rolled out with an election themed campaign, complete with new election themed attire, during the recent State Water Resources Control Board (SWRCB) meeting to consider the adoption of continued emergency statewide drought regulations.
Lawn Dudes handlers assisted the green icon as he said, “I’m throwing my hat in the rind because the drought’s not over, baby – California needs me more than ever before. Now is the perfect time to announce my candidacy. And my slogan? ‘Conserve, Conserve, Conserve!’ of course.”
Though Lawn Dude’s campaign may be presented in a whimsical manner the reality of the fifth year of California’s drought is ever-present. Last week, Gov. Jerry Brown mandated long-term conservation measures to aid in water conservation state-wide. The newest Lawn Dude campaign combines the momentum of 2016 election fever and reminds residents that despite improving conditions, the drought is not over.
Felicia Marcus, chair of the California State Water Resources Control Board, said of Lawn Dude and the continued partnership between SCWC and CCOA, “Lawn Dude has been a strong force in the conversation about conservation and I’m thrilled to see him out on the campaign trail just in time for the California primary and the beginning of the hot summer months. I applaud the Southern California Water Committee and Clear Channel Outdoor Americas’ commitment to keeping Southern California’s conservation dialogue fresh year after year.”
Marcus praised Lawn Dude’s dedication to conservation and praised the on-going partnership between SCWC and CCOA. Lawn Dude is also working to dispel the myth that El Nino resolved California’s drought with a slogan of “El Nino Campaigned on Empty Promises” to get his message out.
“Lawn Dude is the perfect candidate to remind Californians that, despite increased rainfall, the drought is not over and we need to continue to conserve,” said Charles Wilson, Executive Director of the Southern California Water Committee. “We are thankful for our continued partnership with Clear Channel Outdoor Americas, whose generous contribution allows us to harness the power of billboards to encourage Southern Californians to adopt conservation as a way of life.”
Wilson’s comments were followed by remarks from the director of public affairs for Clear Channel Outdoor. “As we head into summer, it’s critical that we do not take our foot off the conservation pedal and Clear Channel Outdoor Americas is proud to help reinforce this message across the Southland,” said Layne Lawson, “We are in support of Lawn Dude’s campaign and hope to see California join his pledge to ‘Conserve, Conserve, Conserve!’
The election themed Lawn Dude campaign will be visible throughout the summer months on CCOA’s donated space via digital and traditional billboards in Southern California.
