Attendees will explore a case study in successful drought response with LVMWD’s Drought Emergency Strategic Communications Plan, where they will learn how the District achieved unprecedented water use reduction through equity and transparency. Amid a worsening historic drought, communications professionals have been tasked with cutting through varying layers of messaging fatigue: Covid-19, economic strife, international warfare, and much more. This session will demonstrate how Las Virgenes Municipal Water District utilized strategic messaging to shift the cultural narrative around individual water use and successfully inspired customers to achieve a record 35% reduction in collective water use.