Water agencies pump up ad spending in drought; MWD, DWP enlist ad agencies in effort to cut waster.

Water agencies pump up ad spending in drought

MWD, DWP enlist ad agencies in effort to cut waste

Two Los Angeles advertising firms will launch multi-million dollar campaigns for major water agencies that are spending records sums to help persuade consumers to use less of the vital resource to prevent a severe shortage.

Eisaman, Johns and Laws Advertising Inc. will produce a $2.6 million campaign with the Metropolitan Water District of Southern California, and Gumpertz/Bentley/Fried will handle a $2.2 million campaign for the Los Angeles Department of Water and Power. The objectives of the advertising campaigns will be to raise awareness of Southern California's water shortage and offer conservation tips.

"I think we have an obligation to let everyone know what the situation is and ask them to conserve water," said Rick Caruso, president of the Department of Water and Power's board of directors. "We don't want to be put in a situation where we negatively impact lives or businesses. So we want to make conservation efforts now so things don't get to that point."

Tim Skrove, a spokesman for Metropolitan Water District, said his agency is planning to fund ongoing ad campaigns.

The Department of Water and Power wants to reduce Los Angeles water consumption by 10 percent. The Metropolitan Water District, a regional water wholesaler that supplies 27 customers including the Department of Water and Power, has set a goal of 5 percent.

Dennis Coe, corporate president of Eisaman, Johns and Laws, acknowledged that the agency's conservation campaign will be particularly challenging because it will advocate changing consumption habits. Nevertheless, Coe said he thinks the campaign, which begins June 11, is coming right on the heels of a head of steam created by Mayor Tom Bradley and heavy media coverage.

Indeed, Caruso said water consumption has already started inching downward because of publicity surrounding California's drought.

Coe said Eisaman, Johns and Laws will run radio and television spots, as well as outdoor ads on billboards.

Dick Fried, president of Gumpertz/Bentley/Fried, said his agency's television, print and billboard campaign begins June 3 and will be built around the theme: "Save water. It's easier than you think." Fried said his agency has been under contract with the Department of Water and Power for the last three years. He believes the new campaign will make a difference.

"People won't change their behavior overnight," Fried said. "It's a long-term process, but it will happen. People will cooperate. It's been proven they will participate. It's just a matter of being sensitized to the need."

Coe said that besides raising water shortage awareness and offering tips for reducing consumption, his agency's ads will direct residents to pick up water conservation kits at a participating bank that was not disclosed.

A news release from Gumpertz/Bentley/Fried explained that its television ads will communicate the need for water savings, while full page and small space newspaper ads in major dailies and communities papers will distribute numerous water saving ideas.

Los Angeles Times Magazine will run a four-page advertorial on the subject of water conservation in its June 17 edition. The advertorial will include a Department of Water and Power ad with water conservation tips.

Additionally, 1.2 million English and Spanish language inserts will be distributed in the Los Angeles Times and La Opinion in mid-June.

The Department of Water and Power is also offering rebates, as well as education programs and large business and industrial programs.