Newsom Highlights State Action to Address Water and Energy Challenges

SACRAMENTO — Over the past few months, the state has stepped up its communications efforts around the Save Our Water campaign to encourage Californians to reduce their water use as drought conditions worsen.

This week, the campaign rolled out new content across various media platforms, including social, digital and streaming platforms, outdoor advertising and radio. The multilingual ads communicate the urgent need to save water and offer concrete steps Californians can take.

Today, the state hosted a briefing with more than a dozen social media influencers and content creators calling on them to support statewide education efforts. Governor Gavin Newsom joined State Water Resources Control Board Chairman Joaquin Esquivel, Department of Water Resources Director Karla Nemeth and Department of Fish and Wildlife Director Chuck Bonham in highlighting the state’s severe drought conditions. and calling on influencers to engage Californians on how to save water.

“Make no mistake, California and all of the West is feeling the effects of the intensifying drought – despite today’s rainfall,” Governor Newsom said. “We are putting into practice the lessons learned during the last drought, but with our climate becoming hotter and drier, it is essential that we work together to protect our water supply. By engaging Californians from all walks of life and building peer-to-peer connections, we can meet this challenge head-on. »

New paid media includes emergency advertisements in convenience stores and grocery stores, radio spots in multiple languages ​​including Spanish, Cantonese, Mandarin, Vietnamese and Hmong, LED billboards throughout the California and signs at disinfection stations, among other public awareness efforts.

An example of a new Save Our Water radio spot can be found here.

After three months of record dry conditions and a rapidly declining snowpack, the April Snow Survey conducted by the Department of Water Resources (DWR) found the state’s snowpack to be much lower. average for that date. Snowpack has dropped in recent weeks as abnormally warm temperatures hit the Sierra, with snowpack – which provides about a third of California’s water supply – currently at just 25% of average for that date . Dry conditions are impacting all regions of the state, and many reservoirs in the state remain at below average levels after several years of drought.

“California just had the driest first three months of the year on record, and the drought is getting worse across the West,” California Natural Resources Secretary Wade Crowfoot said. “Climate-related water extremes are now part of our reality. The Save Our Water campaign aims to create a broader, long-term culture of water conservation and highlights the urgency for Californians to take significant action to save water. From everyday actions like watering less outdoors to switching to low-water plants, there are simple steps we can all take.

To help encourage more conservation at home, the state boosted its Save Our Water campaign following additional state funding allocated in March. The public education campaign aims to highlight the dire drought conditions and the urgency behind the call for immediate action, including making permanent and smart water changes in homes and yards that provide the best ways to save water.

“While the state has made significant investments in tools and technology to ensure we get the most out of melting snow, water conservation remains our best tool in the face of this ongoing drought.” , said DWR Director Karla Nemeth. “All Californians need to focus on water conservation now. The Save Our Water campaign will help Californians get the information and resources they need. Saving water today means more water tomorrow .

Working to foster conservation at the local level, Governor Newsom last month called on the State Water Board to consider requiring city water providers to activate, at a minimum, Tier 2 of their water plans. personalized emergencies in the event of water shortages, which require locally appropriate actions. conserve water in all areas. The Governor also directed the State Water Resources Control Board to consider banning the watering of decorative grass in businesses and institutions.

Today’s influencer briefing is part of a larger and more comprehensive Save Our Water campaign. The campaign is undertaking a highly targeted statewide education effort to inform Californians of the state’s severe drought and educate them about how they can save water, including updating the construction sites with hydro-smart plants and drip irrigation, as well as adjusting the sprinklers, to water only where it is needed. The multilingual campaign includes:

  • An updated website highlighting the top ways Californians can save the most water, plus other water-saving actions to make immediate and lasting change
  • Increased advertising presence statewide, with a focus on areas with high residential water consumption, including digital, radio, print, billboards and presence by retail
  • Language advertising, media engagement, and educational materials in Spanish, Chinese, Vietnamese, Korean, Hmong, and Tagalog to reach California’s diverse communities through trusted communication channels
  • Working with local water agencies and municipalities to increase conservation urgency at regional and state levels through earned media and other communications
  • Partnerships with celebrities and social media influencers and content creators, including acclaimed cartoonist Lalo Alcarez, Isabella Ferregur, Jesus Zapien, Monica Villa, Leo Gonzalez and Mario Lopez, to share easy and practical ways to integrate saving water in the daily routines of Californians
  • Partnerships with Californian sports teams, businesses, retailers and other organizations to expand the reach and visibility of Save Our Water
  • The California WATER WATCH website informing Californians of water conditions in their own communities and connecting residents with local water providers for incentives and rebates available to support water-saving improvements in the home and the court
  • Coordinating with college campuses to amplify the call to save water across generations
  • Water-saving resources at community events throughout the state, including farmers markets, home and garden shows, and county fairs

More information about the state’s drought response and publicly available information resources can be found at https://drought.ca.gov/. For water tips and information, visit SaveOurWater.com.