Save Our Water is California’s flagship water conservation campaign – co-managed by the Office of Community Partnerships and Strategic Communications (OCPSC) and the Department of Water Resources (DWR).
As California’s climate becomes hotter and drier, changing public perception about the drought and engaging Californians in long-term water conservation are more critical than ever. This partnership brings together decades of technical expertise and proven success in public outreach and engagement to drive a shift in how Californians live with this new water reality.
Challenge
California has a rapidly diminishing water supply: Hotter, drier weather could diminish our existing water supply by up to 10% by 2040.
Research shows that only 30% of adults rank drought and a lessening water supply as the state’s most important environmental issue. This suggests the drought is not top-of-mind for Californians and lacks urgency for some.
We need a statewide approach. Our goal is to educate Californians about the realities of our state’s evolving climate. Residents need to understand water conservation must be a way of life – even when it rains.
Our Approach
Through effective outreach, Save Our Water will drive a shift in Californians’ attitudes and perceptions to make water conservation a year-around effort.
Messaging will emphasize ways to save water inside and outside the home as well as how to take advantage of rebates available through local water agencies.
Building on California’s Water Supply Strategy, OCPSC and DWR will apply best practices from other recent, successful public awareness initiatives – like the 2020 Census and COVID-19 vaccination efforts – by supporting paid media, community partnerships, outreach, and content development.