@Lawn_Dude Helps CCO And Southern Cal Water Committee Get Water Conservation Message Out
Gail Chiasson, North American Editor
Southern California Water Committee and Clear Channel Outdoor were joined by state and regional water leaders Thursday (July 31) as they announced a partnership to encourage Californians to save water during the ongoing drought.
SCWC and CCO launched an advertising campaign featuring a water-saving character, @Lawn_Dude, who will be running on 25 digital billboards across Southern California and sharing conservation tips with an integrated social media campaign. CCO donated the digital billboard space to help @Lawn_Dude get the message across.
“Some Californians haven’t been taking this drought seriously, so I’m here to make sure people take steps to save water,” says @Lawn_Dude, the newest spokesperson for conservation during California’s drought. “I’d be the first to admit that I love using lots of water, but I’m cutting back on my drinking because, take it from me, nobody likes a drunk lawn.”
Governor Jerry Brown announced a drought emergency earlier this year and conditions have yet to improve. The State Water Resources Control Board enacted mandatory water conservation measures this week that impact all Californians, banning excessive watering, hosing of sidewalks and driveways, washing cars without a turnoff valve, and using fountains without recycled water.
“During this time of unprecedented drought, we appreciate creative partnerships, like the one announced today, that utilize interesting and unique ways to spread the word about the importance of conserving water,” says Fran Spivy-Weber, State Water Resources Control Board vice-chair. “Lawn Dude’s presence on digital billboards is going to be a great way to engage people and share water saving tips.”
“We appreciate the generous donation of digital billboard space from Clear Channel Outdoor to help get the word out about the importance of reducing outdoor water use,” said Charles Wilson, chairman of the SCWC Board of Trustees. “Our partnership has allowed us to utilize this powerful platform to educate the public and will help move the dial on conservation efforts throughout Southern California.”
CCO regularly donates space on its digital and traditional signs in Southern California and throughout the nation to display public safety and public awareness messages. The unique ability of digital signs to reach a wide audience while displaying messages in real-time allows them to act as valuable resources for non-profit organizations, public safety agencies, law enforcement and a variety of others who need to effectively relay messages to the public.
Layne Lawson, CCO’s director of public affairs, says, “Everyone needs to make sure that conservation becomes a way of life, and we’re pleased to do our part in spreading that message via our digital signs in Southern California.”
The Lawn_Dude ads will appear on digital billboards across Southern California throughout the summer. Southern Californians are encouraged to interact with @Lawn_Dude on Twitter and share billboard sightings and personal water saving practices.
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