Overall water use was cut by more than one-third. If the message is single-minded, illustrates one problem and asks for one course of action, you have a greater chance of people responding. Prime broadcast time was not purchased for the ad until about mid-January to avoid paying higher advertising prices over the holidays, Sewell said. The water district also sought to save the TV and radio blitz for the critical months ahead, when water supplies would be shrinking even more, she said. In March, the water district hired Jay Rayburn, a consultant and Florida State University professor, to poll residents in six counties about public awareness of the drought and need to curb water use.
People believe it's an important problem.
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