PUBLIC EDUCATION AND OUTREACH

Public information campaigns continue to be the most popular way of encouraging water users to adopt water conservation behaviors during drought. Primary objectives include: (l) persuading the consumers that they should conserve water, and (2) providing them with information on how to do so. The joint effort at public outreach by California American Water and the District has been successful in reducing per capita water use on the Peninsula. So much so, in fact, that water conservation here is considered a model for other areas. However, ongoing conservation efforts over the past several years have resulted in a reduction in elasticity from which to obtain additional savings. Hard water savings through retrofitting has been a priority of the District since 1987. Behavioral water savings have been encouraged since SWRCB Order No. 95-10 in July 1995, and have been particularly requested when water use has approached the limit set by the state.

During drought periods, it is crucial that the District, CAW, and other water distribution system operators work together to communicate a consistent message regarding the local water situation. It is also essential that the message coincide with the implementation of the various stages of rationing. During the previous rationing, it was noted, “Haste in adopting the rationing program (the initial ordinance was adopted just 19 days before it became law), made the provision of public educational materials on a timely basis impossible. The implementation of water rationing did not always coincide with the information getting out to the public.” For this reason, public education materials and advertising must be developed as far in advance of rationing as possible and maintained for immediate reproduction when needed.

During the 1989-91 rationing period, the theme was “Save Your Share.” This theme reflected early concerns about program fairness. Stages 5 through 7 are about fairness. Although the art-work is no longer available for the previous ads, the District may want to breathe new life into the old rationing theme and use the old material as the basis for rationing ads. The advantage to using old material is that it would substantially reduce advertising development costs. Examples of the previous advertising campaign are found in the Final Report, Phase III Water Rationing.

Establishing a partnership with local media outlets is another important aspect of a successful public outreach campaign. As part of the material developed for the rationing program, the General Manager, Water Demand Manager, and the Water Rationing Administrator should make every effort to secure media interviews through press conferences and releases, one-on-one contacts, media kits, etc. In addition, the purchase of air time through the public television broadcasting stations for the purpose of airing a rationing program slide show (PowerPoint) would further reach the television audience. These efforts would be coordinated with CAW’s General Manager, Community Relations Manager and water conservation staff.

Finally, it is extremely important to secure the support of other local public agencies. Local land use jurisdictions within the District, along with the local federal installations/offices, must be encouraged to place a high priority on enforcement of water use restrictions. Ideally, each public entity would partner with the District in the enforcement effort, sending a unified message to the community.

outreach plan components

Develop the plan components in coordination with conservation outreach efforts of other local water purveyors.
Develop and implement a Rationing Program website, including on-line electronically transmitted forms and an on-line payment service.
Public Service Announcements on radio and television
An E-Newsletter with weekly or bi-weekly updates on the rationing program delivered accurately and with timely information to other parties, including local governments, news media and water users.
Presentations to all City Councils/Board of Supervisors, at a minimum. Also regular updates during Oral Communications at public meetings.
Presentations to local service organizations, homeowner’s associations, clubs, MPC, CSUMB, etc.
Information booths at fairs, festivals and other publicly-attended events, particularly those appealing to local water users.
Targeted media placements
Movie theater conservation ad
Billing inserts (required by Regulation XV)
Local office with staff available to assist the public.
Enlist local public agencies to assist with water waste enforcement.
Identify and communicate the location of sources of sub-potable water supplies available to the public that do not impact the rationed areas to substitute for potable sources of construction water, dust control, etc.

Public outreach is estimated to cost approximately $850,000 annually during rationing. This estimate is based on outreach costs budgeted by CAW for the 2007 summer water conservation campaign. The bulk of the outreach costs are expected to be covered by CAW’s rationing outreach budget. A small portion ($50,000 annually) will be budgeted by the District for direct mailing costs.

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