News of the Arroyo
Title: | Southern Californians Heed the Call to Reduce Outdoor Water Use |
Subtitle: | |
Date: | 2006-03-29 |
Summary: | March 29, 2006 - With a Little Help From Water-Wise garden gnomes, plants, Southern Californias heed the call the reduce outdoor water use. Annual water savings could reach 75,000 gallons, $160 per home |
Author: | News Release |
Publication: | MWD News |
Content: | Following the sage advice of some drenched gnomes and bloated plants, consumers throughout Southern California have nearly cut in half the time they water their lawns and gardens, according to a Metropolitan Water District study released today. In tracking the effectiveness of Metropolitan’s ongoing advertising and outreach campaign heralding outdoor water conservation, a sample of people surveyed across the district’s six-county service area reported they had reduced their outdoor watering by nearly nine minutes a day and up to 30 minutes a week over two years. Based on a typical single-family home landscape, estimated annual water savings could be as much as 75,000 gallons or $160 per home. “These results verify that Southern Californians are getting the water-saving message. Although we still have work to do, the findings confirm that fewer people are suffering from an overactive sprinkler and are doing something about it,” said Metropolitan General Manager Jeff Kightlinger. “It is very important that we use only the water we need, particularly outdoors, where up to 70 percent of water is used in the Southland. Studies have shown that homeowners used twice as much water as they needed outdoors,” Kightlinger added. “Every drop of water saved is a drop that can be stored for use during dry times or drought.” The study was released as Metropolitan and the Family of Southern California Water Agencies prepare to launch the next round of region-wide outdoor conservation advertising. Beginning April 10, television and radio ads on top-rated Los Angeles and San Diego stations will promote rebates on water-saving devices such as “smart” sprinkler controllers, dual-flush toilets and high-efficiency clothes washers. Metropolitan initiated the long-term advertising and outreach effort in November 2002, aimed at drawing consumers’ attention to their outdoor water habits in an effort to turn down their sprinklers and use water more efficiently. Over the years, Metropolitan has used whimsical tales of puffy plants and waterlogged garden gnomes to deliver its conservation mantra, which was supported through the www.bewaterwise.com Web site. “Unlike past campaigns that tied the need for water conservation to droughts and supply shortages, this landmark outreach effort has a more lofty goal in mind—to change behavior over the long-term,” said Lynn Lipinski, who manages Metropolitan’s water-saving advertising and outreach effort. The latest tracking study compares the results of telephone surveys conducted in 2003 and 2005. In November 2003, 539 residents surveyed by telephone using random digit dialing reported they were watering for 3.5 days a week, about 20 minutes each time, for a total of 64 minutes a week. In November 2005, consumers under similar weather conditions reported they had cut back watering to 3.3 days, 11.5 minutes a day and 34 minutes total. Historical irrigation data suggests the average Southern Californian should water lawns and gardens 12-20 minutes per week in November. Lipinski said the study registered overall campaign awareness at 33 percent of those surveyed last November. She noted the study had an accuracy rating of +/-5 percent. “The latest results demonstrate consumers are gradually retaining our water-saving messages over time,” Lipinski said. “For example, as part of the survey, those who remembered hearing conservation advertising were asked to recall the messages they heard. Without being prompted or offered reminders about the campaign messaging, 29 percent of consumers surveyed last fall recalled messages about using drought-tolerant plants. “Another 20 percent recalled being told to buy native plants. Those percentages are vast increases from the only 7 percent who recalled hearing those messages in 2003,” Lipinski said. The awareness study results are further validated by Metropolitan’s retail water use demand index, which found retail water sales in the city of Los Angeles to be 4-6 percent lower in 2003 and 2004. The index compares year-to-year water demand data, accounting for changes in weather, population and economic factors. |
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