This L.A. Agency Takes on the California Drought

Omelet rolls out '#H2No' water saving campaign

Headshot of Erik Oster

Even as the drought in Southern California reaches historic levels, it remains a problem that is all too easy for most citizens to ignore.

So, Los Angeles-based agency Omelet has partnered with landscape architecture firm Mia Lehrer + Associates and human rights organization Digdeep on a campaign titled, "#H2No," which aims to raise awareness and change behavior around water use.

The campaign, which follows this comical, video-driven, brick in the toilet effort from barrettSF, supports both L.A. Mayor Eric Garcetti’s recent challenge to reduce water usage in the city by 20 percent by 2017 and Proposition 1 on the Nov. 4 California ballot, which would enable the state to raise $7.12 billion in bonds for state water supply infrastructure projects. Omelet's push calls on Southern California residents to celebrate brown lawns and drought-resistant landscaping and spread the water conservation message.

Today, Omelet launched a Web site that invites Californians to join the movement, while providing information about the drought and a "friendly framework for talking to … neighbors about the drought." In addition, @joinH2No on Twitter, Facebook and Instagram will provide daily updates on the movement. With any luck, #H2No can get the citizens of Southern California to take an active role in reducing the damage caused by making responsible water conservation decisions.

@ErikDOster Erik Oster is an agencies reporter for Adweek.
Publish date: October 27, 2014 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT