The Metropolitan Water District Tuesday 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.