Metropolitan increases call for conservation with $10.5 million investment in public awareness


LOS ANGELES–(BUSINESS WIRE)–As California enters a third year of severe drought, Metropolitan is extending its call for residents and businesses to use water as efficiently as possible to ensure the region has water she needs for the coming months.

Metropolitan’s Board of Directors today approved entering into a $10.5 million agreement to expand publicity and outreach efforts to educate the public about the drought and the need for conservation. The multilingual campaign will take the conservation message to radio, digital, social media and outdoor advertising platforms through a three-year media placement services agreement with GP Generate, a small minority-owned advertising agency and based in Los Angeles.

“We’re asking everyone in Southern California to immediately take a look at their water usage and think about what they can do to use less of it,” said Metropolitan Council Chairwoman Gloria D. Gray. “We will be there to help, in the communities in our service area, reminding people what they can do – with discounts and money-saving and water-saving tips – and helping our region. to be more resilient, more sustainable and more prosperous as we navigate this drought and long-term climate change.

While the call for conservation goes out in Southern California, it’s especially strong in communities more dependent on State Water Project water, including parts of Ventura, Los Angeles and San Bernardino counties. These communities have been particularly impacted by the very limited deliveries from Northern California during the state’s current drought, as they physically cannot receive water from the Colorado River and have a limited local supply.

“The little rain and snowfall we have received this winter is nowhere near enough to meet the state’s water needs. This means another year of additional drawing from our already depleted reservoirs. We can’t do this forever. But the less water we use now, the more we can extend those stored supplies into the summer and fall, and into next year, if needed,” Metropolis chief executive Adel Hagekhalil said.

“We are your partner in the effort to use water wisely,” he added.

Metropolitan offers a host of resources on to help residents and businesses save water, including discounts for water-efficient appliances, irrigation, and landscaping; lessons and advice on saving water.

The latest outreach effort builds on a conservation campaign launched last August, featuring popular Southern California lifestyles and designed by in-house staff. This campaign – broadcast on digital and social media, outdoor billboards and radio – generated 85 million impressions and more than 100,000 visits to

As drought conditions continue unabated, Metropolitan remains under a drought emergency, declared in November, and a water supply alert, declared in August.

Metropolitan is also making immediate and long-term investments to help make Southern California more resilient to drought and climate change, including investing in local supplies, conservation, storage and system flexibility, and seeking state and federal support for these investments.

“We are seeing unprecedented weather conditions and much earlier than expected. We must act now. And we need everyone to join us,” Hagekhalil said.

The Metropolitan Water District of Southern California is a state-established cooperative that, together with its 26 cities and retail suppliers, provides water to 19 million people in six counties. The district imports water from the Colorado River and northern California to supplement local supplies and helps its members develop increased conservation, recycling, storage and resource management programs.

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