Hoping Californians can save water like they did energy, the state on Tuesday launched a conservation campaign to nudge all residents to take simple steps to help each other through the drought.
Dubbed "Save Our Water," the program is modeled after the highly successful "Flex Your Power" campaign that helped California in the energy crisis of 2001.
It includes a new Web site at www.saveourh2o.org, billboards and media advertising.
It even features a celebrity spokesman: former Giants manager Dusty Baker, a native Californian and outdoorsman.
"The more we can save, the more we're helping our economy and the environment," said Mike Chrisman, secretary of the state's Natural Resources Agency.
The program is a partnership between the state Department of Water Resources and the Association of California Water Agencies, which represents 450 urban and agriculture water agencies that account for 90 percent of water deliveries.
DWR gave $2 million for the campaign, and ACWA will match that with member contributions.
The campaign comes amid a third straight drought year. Spring rain and snow have improved the picture slightly, but expected snowmelt and reservoir storage won't be enough to meet the needs of most urban areas.
"We have to come up with a survival strategy," said Tim Quinn, ACWA executive director. "The biggest tool in the toolbox is conservation."
The U.S. Bureau of Reclamation on Thursday increased its planned water deliveries to San Joaquin Valley farms from zero to 10 percent of normal. But it comes too late for many farmers who already had to make planting decisions.
Gov. Arnold Schwarzenegger last year set a statewide goal to cut water consumption 20 percent by 2020.
DWR Director Lester Snow said that if everyone saved just 12 percent – through simple measures like shorter showers and not overwatering lawns – the state would save 1 million acre-feet of water annually.
Call The Bee's Matt Weiser, (916) 321-1264.
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