'Live WaterSmart' Ads Coming to San Diego Malls, Billboards

SAN DIEGO COUNTY, CA — San Diegans are likely already seeing advertisements at regional malls encouraging them to "Live WaterSmart," which is the main message of an outreach campaign launched Tuesday by the San Diego County Water Authority.

Although state water-use reduction mandates were lifted in May, the Water Authority's hope is that customers of its 24 member agencies will help maintain what’s already seen as a strong regional commitment to water-use efficiency. In June 2016 — the first month following the end of state water-use reduction mandates — water use was down 23 percent compared to June 2013.

The Live WaterSmart campaign promotes everyday actions that make the best use of water while promoting programs such as free WaterSmart Checkups for homes and businesses, WaterSmart landscaping classes and a new incentive program coming soon as part of the San Diego Sustainable Landscapes Program, according to a news release.

Outdoor ad spaces in regional malls donated by Media Services Worldwide already show the Live WaterSmart message, said James Palen, a spokesman for the Water Authority.

"The campaign will also include digital ads promoting WaterSmart Checkups and everyday water-saving actions, along with the distribution of promotional items such as hose nozzles with automatic shut-offs and food scrapers — to remove food from plates instead of rinsing — at community events," Palen said.

Additional partnerships with leading organizations in San Diego County are under development to spread the Live WaterSmart message during the high water-use months of August, September and October.

When the State Water Board in May replaced its mandated conservation targets with a supply-based approach that considers each agency’s specific situation and water supplies, it was an approach the Water Authority and others sought for more than a year.

"Today we celebrate our long-standing commitment to water-use efficiency, underscored by the significant water savings in June after the state’s water-use mandates ended," said Water Authority Board Chair Mark Weston. "We must make the most of our water resources regardless of the weather, and I am confident that people across the San Diego region will continue to answer the call to Live WaterSmart."

Weston and Water Authority Secretary Jim Madaffer kicked off the campaign during a news conference held Tuesday at a Kensington home that recently received a free WaterSmart Checkup.

"This is about each of us doing our part to help our region thrive," said Madaffer. "It’s important that we not allow any water-wasting habits to creep back in, and that we continue to look for ways to be efficient — for instance, by having a certified professional check your home’s water use for free so you can fix any problems."

More information about how to "Live WaterSmart" can be found online at WaterSmartSD.org.

Due to the San Diego region’s investments in supply reliability, such as the Claude "Bud" Lewis Carlsbad Desalination Plant, the Water Authority says it and its member agencies have all of the water needed to sustain the region’s $222 billion economy and 3.3 million residents under the state’s "stress test" methodology. State officials plan to reassess the regulations in January.

Regardless, the Water Authority said it and its 24 member agencies will also continue to raise awareness about the need to avoid wasteful water practices prohibited statewide, such as irrigating lawns so as to cause runoff or within 48 hours after measurable rain, according to the news release.

Later this summer, the San Diego Sustainable Landscapes Program plan will be rolled out as a new incentive program for people who want to remove their turf and renovate their yards to achieve greater water-use efficiency and other environmental benefits.