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The Metropolitan Water District this week unveiled an “H2Love” campaign asking Southern Californians to embrace long-term conservation as the state’s drought enters its fifth year and Los Angeles registers record-low rainfall.

The $2.2 million advertising and outreach effort is aimed at inspiring Californians to make a lifelong commitment to saving water at home, at work and in their communities.

“In the face of this historic drought, Californians have proven they can respond to calls to save water, even under challenging conditions,” said Metropolitan General Manager Jeffrey Kightlinger.

“We are asking everyone to make a long-term commitment, to show their love for water by conserving it,” he said. “We are moving past last year’s state mandated cutbacks and making a choice to use water wisely every day, rain or shine.”

The ongoing drought pushed many local reservoirs and groundwater aquifers to record-low levels last year. And while last winter’s rain and snow in Northern California are helping replenish those reserves, scientists are predicting more dry conditions ahead, according to the MWD.

Even more concerning, according to Metropolitan officials, is the long-term outlook. Climate change will mean longer droughts, higher temperatures and less snowpack, all of which will challenge water supply reliability in the future, they said.

The water agency started running H2Love spots today in five languages—English, Spanish, Chinese, Korean and Vietnamese—via print, online and radio outlets across the region. The ads offer water-saving tips and refer audiences to Metropolitan’s conservation website,

In April, the agency’s board designated $100 million to water-saving efforts, including rebate and education programs.

“The hot summer months are here,” Kightlinger said, “and we urge everyone to do their part and conserve. As our campaign says, `Love Water. Save Water.”’

The Metropolitan Water District of Southern California is a state-established cooperative of 26 cities and water agencies serving nearly 19 million people in six counties.