| Save Our Water’s first television commercial, “Helping Hands,” started airing this past Labor Day weekend. The spot is airing on ABC, CBS, NBC and Fox networks in six targeted media markets through November: Sacramento, Fresno/Bakersfield, Chico/Redding, Central Coast, Inland Empire and Palm Springs. The spot will also be prominently featured as part of Save Our Water’s digital media campaign.
The “Helping Hands” spot challenges Californians to face the drought together and is airing in both 30 second and 15 second formats. There are also Spanish-language versions that will air on Spanish-language media. A second TV commercial is in development and will be released later this month. More details will be provided soon.
“Helping Hands” is available on the Save Our Water Vimeo page:
Save Our Water’s move into TV comes as the program shifts gears from the summer messages of “Let It Go” and “Turn It Off” to a more permanent behavior change-focus with the “Fix It For Good” message. “From letting their lawns go California Gold to turning off unnecessary water use, this summer Californians got the message that saving water required extraordinary – and immediate – actions,” said Jennifer Persike, Deputy Executive Director of External Affairs and Operations of the Association of California Water Agencies. “As we move into fall, we are building on that momentum to encourage everyone to ‘Fix It For Good’ and make permanent changes to save water.”
The “Fix It For Good” campaign will officially launch on September 14th as part of a landscaping event at the State Capitol showcasing permanent changes Californians can make to save water around their yard. New campaign art, including new animated digital ads, will be posted on the Save Our Water website following the event. New campaign materials will be available for partners on the Save Our Water toolkit next week.
Save Our Water and local water agency conservation efforts are clearly having an impact with statewide water use for July dropping a whopping 31.3% from the same period two years ago. Jennifer Persike, Deputy Executive Director of External Affairs and Operations of the Association of California Water Agencies, recently gave the State Water Resources Control Board a detailed presentation on how local water agencies are using innovative conservation campaigns to reach the public and meet water conservation targets. The presentation included a short video compilation of media campaigns. |
