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Save Our Water / Office of Community Partnerships and Strategic Communications: Save Our Water
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California's increasingly warmer and drier climate is expected to diminish water supply by up to 10% by 2040. The Governor's critical call to action spurred the 'Save Our Water' initiative to educate Californians about the permanency of the situation and the need for a long-term commitment, new behaviours, and a year-round approach to water conservation. Through its consumer research, The Shipyard learned key themes that resonated with most Californians, including "water is too precious to waste", "we're in this together" and "every drop counts." Additional testing uncovered a divide in how residents reacted to communications. While some preferred an emotional tone that made personal connections to the topic, others were looking to get straight to the point through water-savings tip education.
Strategist Lourdes Camarena |
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