• by Larissa Faw , April 17, 2017

For the past few years, Californians have been continually reminded to conserve water. Major League Soccer's LA Galaxy encouraged residents to "Protect the Pitch," and last year southern Californians were asked to "Love Water, Save Water" and in essence become "water lovers."

Now, as water supply conditions improve, the Metropolitan Water District of Southern California is evolving its public education message to combat conservation fatigue. The campaign understands people are tired about hearing about water woes. The $1.3 million campaign updates the "H2Love" water conservation creative with a 1960s vintage vibe and a bright blue, water-inspired backdrop and lines such as "Loving water means saving water," "Saving water matters here," and "Love water. Save water. Always."

This evolved media strategy is designed to generate widespread awareness, with more than 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) – to receive conservation tips, rebates and water-saving tools.

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

The multilingual, multicultural project was led by Los Angeles advertising agency Quigley-Simpson with support from 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. Although this is not the first time the campaign has run in different languages, it is the first time it has added Tagalog.