To encourage Californians to conserve, a tweak in wording can help

LA Times: Fighting California's drought is a bit like running a political campaign, complete with carefully calibrated messages crafted with polling data. Even details like colors are used for maximum impact. Officials at the state's Save Our Water conservation program recently tweaked their "brown is the new green" message, advising instead that residents let their lawns "fade to gold." The shift was the result of polling funded by the Assn. of California Water Agencies, which surveyed 800 voters......

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