Communications Advisory: ACWA Launches Quench California Digital Ad, Social Media Campaigns by Caroline Minasian Aug 4, 2022 ACWA has launched statewide digital advertising and strategic social media campaigns as part of the Quench California public education campaign to increase Californians’ awareness of the importance and positive benefits of investing in water infrastructure. Debuted in May at ACWA’s Spring Conference & Exhibition, the solution-oriented campaign’s key messaging includes helping Californians recognize that investments in water infrastructure are a key component to California’s long-term drought resilience. The ads and social media posts direct Californians to the campaign website, www.quenchca.com/, which is the centerpiece of the education effort with information that is visually appealing, engaging and easy to understand. Toolkit Members are encouraged to utilize the customizable tools in two ways: Help disseminate the QuenchCA messaging and website to amplify the campaign’s benefit throughout the state; and Incorporate the QuenchCA materials into your agency’s efforts to educate your customers about the importance of water infrastructure for your community. All the tools can be found in an easily-downloadable zip file. Or, the following individual tools can be accessed on the ACWA website: Sample social media posts and graphics sized for Facebook, Twitter and Instagram. You can add your agency’s logo to the graphics. Don’t forget to use #QuenchCA. Short videos for social media. The QuenchCA logo in various sizes and formats that can be added to your agency’s materials. More tools will be available in the coming months, including additional social media graphics and ads, an infographic and a series of short videos to emphasize the key messages of the campaign. Background The ACWA Board of Directors approved creation of the campaign in February. The campaign is being developed with input from ACWA’s Communications Committee and an outside consultant. The target audience is all Californians, but emphasis will be given to ensure inclusion of often overlooked audiences, including residents aged 25-45, people of color and those living in underrepresented communities. Questions For questions about the Quench Californian campaign, please contact ACWA Director of Communications Heather Engel at (916) 441-4545.
