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