Regional Water Authority

The Regional Water Authority (RWA) Water Efficiency Program includes two dozen water providers in Sacramento, Placer, El Dorado and Yolo counties that combine their limited resources to promote water efficiency.


Facing the third consecutive dry winter, our team developed the “How Low Can You Go?” campaign and materials to educate the public about the drought and ways to conserve, as well as to help water providers communicate a consistent regional message.


Activities included:

  • Unique creative theme, key messages and calls to action focused on drought messaging.
  • Partnership with the Girl Scouts Heart of Central California to distribute nearly 70,000 water conservation tip cards with cookie orders.
  • Media outreach that capitalized on the media’s interest in the drought and water supply.
  • Tool kit for water providers with key messages, template text for newsletters and social media, and customizable window clings and table tents for restaurants, bill insert and poster/print advertisement series.
  • New Web pages and interactive map that demonstrated the current drought stage for each agency, requested cutbacks and actions residents can take to use less water.
  • New Be Water Smart Carwash program to identify and promote car washes that utilize recycled water.
  • Videos showcasing indoor and outdoor water conservation tips featuring Dinger and “Mike on the Mic” played at Sacramento River Cats games.
  • Television and radio advertising.
  • Advertising on Facebook and the Google Display Network.
  • E-blasts to the Be Water Smart e-mail list.
  • Landscape Survival Tip Sheet and pledge for adults and pledge banner for kids.


Created with partners Magma Creative, MediaLine Communications, Original Communications and Lower Sierra Consulting Services.


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