Hoping Californians can save water like they did energy, the state on Tuesday launched a conservation campaign to nudge all residents to take simple steps to help each other through the drought.
Dubbed "Save Our Water," the program is modeled after the highly successful "Flex Your Power" campaign that helped California in the energy crisis of 2001.
The campaign comes amid a third straight drought year. Spring rain and snow have improved the picture slightly, but expected snowmelt and reservoir storage won't be enough to meet the needs of most urban areas.
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