This past May, the Santa Clara Valley Water District launched a new water conservation campaign urging every individual to save 20 gallons every day by taking small actions that can result in big savings. The campaign follows a 15 percent mandatory water reduction call by the district board of directors because of the statewide drought and a growing concern about water deliveries through the Sacramento-San Joaquin Delta. Water imported through the Delta makes up almost half of our supplies.
To make up for shortfalls in our imported water deliveries, the water district must draw on reserves from the groundwater subbasins, local reservoirs, and water banked outside the county. Should this drought persist the water district will have to continue to draw on these reserves, which puts our water supply outlook in an uncertain position. As supplies become less reliable, it becomes increasingly important for everyone to use water wisely.
Taking the water supply outlook and the drought very seriously, on March 24, the district board passed a resolution declaring a water shortage alert and calling upon the cities, the county and water retailers to immediately activate their existing drought ordinances and enforce a mandatory 15 percent reduction in water use. Since the call, the cities of San Jose and Morgan Hill have already implemented drought restrictions. Meanwhile, to help the residents achieve the conservation goal, the district is stepping up its annual public education and outreach effort with its new water conservation campaign.
The campaign, designed around people’s daily activities involving water use, includes TV, radio, newspaper, billboard and online advertisements. In order to reach our diverse population, ads will be in English, Spanish, Vietnamese and Chinese. The goal of the campaign is to educate and inform Santa Clara Valley residents about how they can reduce water consumption by 15 percent, which translates to about 20 gallons a day per person.
“To reach our goal of a 15 percent reduction in water use, we’re all going to have to work together,” said Board Chair Sig Sanchez. “I believe people want to make a difference, but it’s up to us to educate them about how they can conserve water.”
The campaign is designed to make water conservation more relatable to people’s lives and provides specific, easy to accomplish tips for water conservation, while issuing a call-to-action to “Save 20 gallons.”
While the ads convey important water conservation messages and tips, they do so in a way that entertains and engages the viewer. Our own recent research has shown that the public is interested in conserving, but needs information on how to do it. In addition, the audiences are tired of being bogged down with negative messages and don’t want to be told what not to do. As a result, the new campaign utilizes humor and the “can do” spirit of the community. Also, the ads are animated so they will appeal to children and adults alike.
To check out our new TV ads or to learn more about our new outreach campaign and how everyone can work together to make a difference by saving 20 gallons a day, visit www.save20gallons.org.