LOS ANGELES (CBSLA.com) — Southern California water officials have a new spokesperson to promote water conservation efforts – and he’s got an attitude.

An advertising campaign from the Southern California Water Committee in partnership with Clear Channel Outdoor features the water-saving character @Lawn_Dude, who will grace digital billboards across Southern California and sharing conservation tips with an integrated social media campaign.

@Lawn_Dude is the star of a new digital billboard campaign partnership launched various water agencies to help underscore the need for Californians to conserve, specifically reducing outdoor water use, according to officials.

As part of the effort, CCO will donate space on 25 digital billboards throughout the Southland – featuring irreverent taglines like “I Only Drink 2 Days A Week” and “Don’t Hose Me Man” – to help @Lawn_Dude get his message out.

@Lawn_Dude even has his own Twitter account, which claims the mascot is a “recovering wateraholic” whose motto is “SWEAT by Day & DRINK by Night”.

State Water Resources Control Board Vice Chair Fran Spivy-Weber said the character could attract some much-need public attention to the issue of water conservation.

“During this time of unprecedented drought, we appreciate creative partnerships, like the one announced today, that utilize interesting and unique ways to spread the word about the importance of conserving water,” said State Water Resources Control Board Vice Chair Fran Spivy-Weber. “Lawn Dude’s presence on digital billboards is going to be a great way to engage people and share water saving tips.”

The State Water Resources Control Board enacted mandatory water-conservation measures this week


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