Lawn Dude SoCal Billboards Return

LOS ANGELES – It’s the return of the Lawn Dude along Southern California highways, thanks to Clear Channel Outdoor (CCO).

The Southern California Water Committee (SCWC) and CCO announced the second phase yesterday of the @Lawn_Dude advertising campaign aimed at encouraging Californians toremove turf and invest in water-wise landscaping.

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“It’s time to take it all off California! I know you love me but I drink too much during our drought so go ahead, give me a Brazilian,” said @Lawn_Dude, SCWC’s conservation spokesperson, in a neatly trimmed statement. “Keeping me thirsty isn’t enough. I need a new look and I’m loving the succulent style.”

The @Lawn_Dude campaign was first launched during the summer and focused on encouraging Californians to cut back outdoor water use during the state’s historic drought. The next chapter advocates for drought tolerant landscaping and will feature new art gracing digital billboards in the Los Angeles region, once again donated by CCO.

“It’s time to take it all off California! I know you love me but I drink too much during our drought so go ahead, give me a Brazilian,” said @Lawn_Dude, SCWC’s conservation spokesperson. “Keeping me thirsty isn’t enough. I need a new look and I’m loving the succulent style.”

The digital-billboard partnership will continue through the end of the year, featuring two new conservation messages by urging Californians to “Take it off, take it all off” for turf removal, and suggests that residents and businesses ‘plant smart’ by checking out @Lawn_Dude’s “succulent new style” and investing in drought-tolerant landscaping.

“We saw a great response from our initial @Lawn_Dude campaign and are grateful to have the opportunity to again partner with Clear Channel Outdoor to extend the conservation message and promote turf removal in Southern California,” said Charles Wilson, chairman of the SCWC Board of Trustees. “Thanks to CCO’s generous donation we’ll again be able to harness the power of digital billboards to educate Southern Californians about how they step up conservation efforts during our historic drought.”

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.

“As California’s drought persists into the winter, it’s time for residents to get smart about outdoor water use – there’s more to conservation than reduced water use – and we’re proud to help get the word out to Californians,” said Layne Lawson, director of public affairs for Clear Channel Outdoor. “We love @Lawn_Dude’s succulent new style and hope to see desert landscapes coming to yards throughout the Southland.”

Governor Jerry Brown announced a drought emergency in January. The State Water Resources Control Board enacted mandatory conservation measures during the summer, requiring residents and businesses to cut back on their water use, or face fines. As the droughtpersists, residents and businesses need to consider additional steps that can be taken to further reduce water consumption, like turf removal and drought tolerant landscaping.