The Santa Clara Valley Water District is rolling out a new campaign to tackle California's drought, called "Brown is the New Green."
The campaign aims to diminish the amount of water valley residents use to maintain their lawns. Water district officials at a July 25 at a press conference in Los Gatos said they hope the effort will help alleviate the effects of California's ongoing severe drought.
Participants will have the opportunity to receive a free "Brown is the New Green" lawn sign and buckets to collect shower water to use to water their yards.
According to water district officials, a lawn could require more than 18,000 gallons of water each year. Officials also estimate that up to 60 percent more water is used during the summer than in other seasons.
The campaign, which will cost the district around $460,000, will run promotional ads on radio, on television, on billboards and online, as well as on banners at San Jose Giants and San Jose Earthquakes games.
To learn more about the Santa Clara Valley Water District's efforts to help alleviate the drought, go to http://www.valleywater.org/drought2014/.