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2017 Resource Efficiency & Community Service Awards - Application Page 2 Why was this activity undertaken? Deepening drought conditions in California called for Governor Brown to issue an Executive Order on April 1, 2015. The order was the first -ever statewide mandate that required water utilities and agencies to slash water use by 25% (compared to 2013 levels) and increase enforcement to prevent wasteful water use. As a result, the State Water Resources Control Board (SWRCB) adopted an expanded emergency regulation and imposed a new round of water conservation rules, including sharp restrictions on landscape watering as well as orders to restaurants not to serve water to customers unless asked. These regulations were also designed to safeguard the state's remaining water supplies. While the City of Santa Ana had already reduced its water consumption by 13% since 2013, the City adopted a Stage II Water Supply Shortage declaration and mandatory water use restrictions to: 1, comply with these regulations, 2. meet its 12% target reduction, and 3. help extend existing supplies into the future. Effectively communicating the need for water conservation and a permanent lifestyle change in water efficiency was a significant task, given that the Santa Ana is a major metropolitan area with nearly 350,000 residents, of which 78% are Hispanic. A comprehensive outreach initiative to quickly educate consumers and businesses about these new mandatory restrictions and ways they can save water was imperative. How was the activity implemented? The abundance of available research on water conservation issues and insights from past projects was used to determine the campaign's messaging and audience. Furthermore, the limited budget called for a more creative approach, such as leveraging community partnerships and resources, as well as more efficient spending in order to make the largest possible impact on Santa Ana's diverse population. Specific strategies were then established to reach three primary targets: Santa Ana water residential customers, businesses, and school age children and their families. Key to the success of the campaign was a campaign steering committee comprised of representatives from various city departments and agencies including the Arts & Cultural Commission, Public Works, Water Resources, Parks & Recreation, Community Development Agency, and the City Manager's Office. This committee was established to: • build collaboration and support for the campaign, • leverage internal resources, and • increase communication. A Water Forum was first held at the Santa Ana City Council Chambers with Councilman Sarmiento, Water Resources Manager Nabil Saba and a representative from the Orange County Water District, where residents were informed about the drought, new mandatory water use restrictions, and ways they can conserve water. 4 14 T?