The Metropolitan Water District Wednesday unveiled a $5.5 million multi-lingual advertising campaign that asks Southern Californians to “Take A Turn” saving water this summer.
Featuring television and radio spots, billboards and online efforts, the campaign, which officially launches next week, centers around the message that if everyone did more to save water, it would make a big difference.
“What I think is important about this campaign is how it is an individual call to action,” said Randy Record, chairman of the MWD board. “This campaign has a simple but powerful message. Every bit that every one of us does to save water will add up to big savings. And it is now all of our turns to take conservation to the next level.”
For the first time, MWD’s ad campaign will be produced in four languages in addition to English — Spanish, Mandarin, Korean and Vietnamese.
Using images of indoor and outdoor knobs, faucets, handles and irrigation timers, each ad illustrates the importance of turning off water whenever possible and provides tips on how to conserve.
MWD’s bewaterwise.com website offers additional tips and videos on saving water in homes, yards, communities and businesses.
MWD General Manager Jeffrey Kightlinger said the word “turn” has a double meaning.
“Much of water conservation begins with the action of ‘turning’ something off and now it’s time to take our ‘turn’ — the word encourages us to take action,” he said.
The MWD provides water to more than 19 million people in Los Angeles, Orange, Riverside, San Diego and other counties.
— Wire reports