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Creative California

Southern California water conservation campaign aims to curb drought


By Kyle O'Brien, Creative Works Editor

April 4, 2017 | 3 min read

The drought in California may be easing after a long and wet winter, but that doesn’t mean the Golden State is free from water troubles. That’s why a new campaign by LA agency Quigley-Simpson for the Metropolitan Water District of Southern California (a state-established cooperative of 26 cities and water agencies serving nearly 19 million people) is informing people that water conservation is still a priority.


New campaign tells Californians to love their water for conservation

In a new $1.3m campaign, the district is evolving its public education message, to combat conservation fatigue, making sure that Southern Californians don’t forget the importance of conservation – rain or shine – to make saving water part of their daily lives.

Quigley-Simpson created the multilingual, multicultural “H2Love" water conservation campaign, which launches this week with a 1960s vintage vibe and a bright blue, water-inspired backdrop, encouraging people to keep on saving and keep on loving water. Multi-cultural partner agencies on the campaign included: IW Group for Asian/Pacific Islander American outreach, Lopez Negrete Communications for Hispanic and BaumanCurry and Company for African-American audiences. The media planning agency was GP Generate.

The campaign features tag lines such as “Loving water means saving water,” “Saving water matters here,” and “Love water. Save water. Always.” The slogans will appear on nearly 500 billboards and transit shelters across the Southern California region, many in Spanish, Chinese, Korean, Vietnamese and Tagalog, as well as on commuter buses and Metro trains. The campaign directs people to – Metropolitan’s online water conservation portal (available in English, Spanish and Chinese) – a comprehensive site with conservation tips, rebates and tools to help residents make water saving more permanent.

Korean shelter signage

Metropolitan will continue its call for conservation this summer and fall with an additional $3.5m campaign.

Creative Credits:

Advertised brand: The Metropolitan Water District of Southern California

Advert title: “H2Love”

Agency: Quigley-Simpson, Los Angeles, USA


Creative Directors: Sariah Dorbin, Kevin McCarthy

Copywriter: Scott Roberts

Art Director: Ilham Budihartono

Account Director: Kelly Green

Print Producers: Chris Kaye

Project Manager: Alan Lundgren

Creative California

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