SoCal Water Board approves 6.3 million for expanded outreach, campaign


Addressing 2007's worst-case dry conditions, further clouded by uncertainties raised by recent pumping restrictions on water supplies from the Sacramento-San Joaquin Delta, Metropolitan Water District's Board of Directors approved 6/13 an expanded regional public education, communications and ad campaign.

Metropolitan's board authorized up to 6.3 million in fiscal year 2007-08 for a sustained, multi-pronged campaign – the largest single such outlay in district history – using radio, television, print, online and outdoor, along with an extensive media and community relations effort.

The year-long campaign will call for voluntary water conservation, promote water-saving rebates and incentives, and educate the public about the uncertainties of future Delta supplies.

Working in collaboration with its 26 member public agencies, Metropolitan is currently in the midst of a regional radio campaign (5/30/07 RBR #105) offering consumers easy-to-follow examples of how they can save water and stretch supplies. The "Let's Save" campaign, augmented by the LA Department of Water and Power, sponsors traffic report spots on 91 radio stations throughout SoCal through mid-July.

The board exercised the third and final year option with Irvine-based Johnson/Ukropina Creative Marketing for 5.45 million for regional ad services.