Save Our Water has launched a statewide outdoor media campaign to bring awareness to and educate Californians on how to save water every day. In tackling the worst drought in a generation, the campaign captures Californians’ spirit of conservation delivering the message through simple, yet eye-catching billboards, which appeals to the Californian ethic – we are Californians and we don’t waste.

Check out the billboards in this Facebook photo album. 

The paid media campaign comes as California moves into the driest months and summer fire season. In recognition of the impact the drought could have on fire season, Governor Edmund G. Brown Jr. commemorated May as Save Our Water Month, writing in a letter, “As California approaches the summer fire season in the throes of a drought, I call on all Californians to take a thoughtful approach to water usage and conservation.” The Governor also called on Californians to use Save Our Water as a resource for information and tips on how to save water every day.

“We are pulling out all the stops over the next several months to reinforce the need to conserve not just during this drought, but also as a way of life in California,” said Jennifer Persike, Deputy Executive Director for External Affairs and Operations of ACWA. “It will take all of us working together and using less water to get through the hot summer ahead.”

The ‘Californians Don’t Waste’ outdoor media campaign will run through the end of June on billboards throughout the state. 

Save Our Water will also leverage its social media channels to further spread the message of water conservation, including hosting the ‘Californians Don’t Waste’ Challenge. The Challenge aims to tap into Californians’ can-do spirit and creativity by encouraging the public to join in and share their methods of conserving water. Californians can share their tips, videos and pictures on Save Our Water’s Facebook page, Twitter or Instagram using the hashtag #SaveOurWater. Save Our Water will select videos and photos to share as part of its public awareness campaign.