He's Back! Lawn Dude Uses Humor To Urge Californians To Conserve Water
Clear Channel Outdoor and Southern California Water Committee Continue Acclaimed Digital Billboard Campaign to Spur Water Savings during Historic Drought
LOS ANGELES, Aug. 4, 2015 /PRNewswire/ -- The Southern California Water Committee (SCWC) and Clear Channel Outdoor (CCO) today announced the return of their joint Lawn Dude water conservation digital billboard campaign. Lawn Dude, the nationally acclaimed water conservation mascot, encourages Californians to conserve by using his witty and playful voice to call attention to areas where water use runs high, such as in outdoor landscaping.
"I'm fresh off a water cleanse and have never looked better, thanks to that H2O diet Governor Brown put me on," said Lawn Dude, SCWC's conservation spokesperson. "I know people thought I might be all dried up, but I'm back and ready to kick some grass."
The digital billboard campaign features four new messages aimed at showcasing the state's new mandatory drought regulations – "The Gov put me on a diet" – and motivating people to act – "Manscape your landscape." All of the new artwork features Lawn Dude sporting a more drought-friendly style, with dry patches that have emerged as he has diligently chosen to #LayOffTheSauce.
"The Lawn Dude campaign has been a valuable way for the Southern California Water Committee to grab the public's attention when it comes to outdoor water conservation, going beyond the limitations typically placed on what public agencies and water districts can say," said Charles Wilson, chair of the SCWC Board of Trustees. "Because of Clear Channel Outdoor's generous donation, Lawn Dude will continue to be able to reach people to remind them to keep saving water during these hot summer months."
CCO regularly donates space on its digital and traditional billboards in Southern California and throughout the nation to display public safety and public awareness messages. The unique ability of digital signs to reach a wide audience while displaying messages in real-time allows them to act as valuable resources for non-profit organizations, public safety agencies, law enforcement and a variety of others who need to effectively relay messages to the public.
"Lawn Dude does a wonderful job of using humor to captivate Californians about an otherwise 'dry' subject, and we are proud to partner with the Southern California Water Committee once again to continue this campaign," said Layne Lawson, director of public affairs for Clear Channel Outdoor. "It's important we remind the public that the drought is far from over and now is the time to conserve."
"We are in the drought of the century – not your mother's or even your grandmother's drought. Lawn Dude is doing a great service in getting attention on the best place to save water now in case the drought lasts beyond this year or the next," said Felicia Marcus, chair of the California State Water Resources Control Board.
The Lawn Dude ads have appeared on digital billboards across Southern California through July and will continue until the end of August. Southern Californians are encouraged to continue interacting with @Lawn_Dude on Twitter and share billboard sightings, personal water saving practices, and photos of their drought tolerant yards.
About Southern California Water Committee
Established in 1984, the Southern California Water Committee is a nonprofit, nonpartisan, public education partnership dedicated to informing Southern Californians about our water needs and our state's water resources. Spanning Los Angeles, Orange, San Diego, San Bernardino, Imperial, Riverside, Ventura and Kern counties, the SCWC's members include representatives from business, government, agriculture, water agencies, labor and the general public. Visit us at www.socalwater.org and find us on Facebook.
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is one of the world's largest outdoor advertising companies with more than 640,000 displays in over 40 countries across Asia, Australia, Europe, Latin America and North America. Reaching millions of people monthly, including consumers in 45 of the top 50 U.S. markets, Clear Channel Outdoor enables advertisers to engage with consumers through innovative advertising solutions. Clear Channel Outdoor is pioneering the integration of out-of-home with mobile and social platforms, and the company's digital platform includes more than 8,000 screens worldwide, with 1,110 digital billboards across 38 U.S. markets.
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SOURCE Clear Channel Outdoor Holdings, Inc.; Southern California Water Committee
Released August 4, 2015