1. Can You Say ‘Drought’ in Multiple Languages? A Water Conservation Campaign for a Diverse Southern California Urban Water Institute August 27, 2015

2. Reaching Diverse Audiences TRANSCREATE In-language meaning TARGET Digital/Social ETHNIC MEDIA Expand outreach Spanish Language Preference $ RESOURCES Improve access to information TRUSTED SOURCE Organizations 2

3. PEOPLE 50%

4. AGE Millennials Gen XBaby Boomers Seniors Gen Z

5. RACE/ETHNICITY

6. LANGUAGE SPOKEN AT HOME

7. EDUCATION

8. OWNERS AND RENTERS 44%56%

9. DROUGHT AWARENESS

10. CAMPAIGN SURVEY/FOCUS GROUPS  Online Survey  450 respondents – English and Spanish  9 Focus Groups  Los Angeles, Riverside, Irvine, San Diego  Key take-aways  Most doing something, and could do more  Question their responsibility  Negative response to water waste

11. “Turn”

12. The Reveal

17. Multi-lingual Campaign

19. Outdoor

21. Television TV produced in English, Spanish, Mandarin, Korean, Vietnamese

22. Social Media 22

23. Social Media

24. Digital Strategy

25.  MID-CAMPAIGN Media Impressions, Page Likes, Click through rate and 2 nd step engagement on website, Device rebate activity, water use reports by agency and community  POST CAMPAIGN Survey results, overall activity on bewaterwise.com and es.bewaterwise.com, social media engagement, member agency and community organization feedback Optimizing for Results

26. Sue Sims Group Manager, External Affairs Metropolitan Water District of Southern California ssims@mwdh2o.com Contact Information