Californians had the opportunity to receive the message to save water at least five times apiece in 2014 when the Save Our Water campaign ramped into high gear due to the state’s drought, delivering water conservation messages on television, radio, social media, websites and even lawn signs.
That was one of the statistics delivered today to the State Water Resources Control Board during an update by officials with the Save Our Water campaign, which is co-managed by ACWA and the Department of Water Resources.
Jennifer Persike, ACWA’s deputy executive director for external affairs and operations, told members of the State Board that additional funding given the campaign in 2014 helped to expand its reach into new channels and markets – including paid advertising. The campaign elicited 450,000 web site visits, 220,000 video views, 13,600 radio ads, 1,700 television ads and 140% increase in social media followers. Overall, the campaign achieved 210 million impressions of its message.
Persike added that the SOW campaign consolidated its websites into one new website – www.saveourwater.com. It also will “retool” its message to spread the word that water conservation needs to become a way of life, not just a goal during drought.
“We are retooling, refreshing and focusing in,” Persike told members of the State Board, adding that the campaign is “shifting our message to permanent lifestyle change.”
“We learned from our efforts last year, especially in how Save Our Water needs to deliver information to a state as vast as California,” said Persike. “We want to get the right information and tools to the right audiences to ensure our efforts make a difference.”
Last month Save Our Water launched its all-new website with new tips and tools. The program also is developing additional content, including a new Spanish-language website and an easy-to-use household water calculator that will offer tailored conservation information to users.
“We want Save Our Water to inspire all Californians to conserve water not just in the depth of drought, but all the time, every year,” said Nancy Vogel, DWR Director of Public Affairs.
Save Our Water also connects with Californians on its Facebook page, Twitter and Instagram accounts.
Source: http://www.acwa.com/
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