Water Scarcity and Drought in California, Greater Implications for California and the

Western United States:

Grant Application to the National Science Foundation
Katie Buchan
University of Idaho
12 April 2015

Abstract
The way in which water is used and conserved in California must change in light of the
most recent drought. Currently, Californians are experiencing economic, social and
environmental problems associated with overusing their most valuable resource, water. To
address the issue of water use, conservation and infrastructure, outreach and education of the
general population must be improved. Federal, state, local, non-profit and university affiliates
must be able to present their research on water reuse, conservation and reduction in a manner
that is accessible to all Californians and raises general awareness of the public impact on the
issue. Through the use of widespread targeted media campaigns, public awareness will increase,
leading to increased individual and community participation efforts to use water more
sustainably. The main objective of this project is raising awareness, increasing community
involvement and continued research in conservation and water-saving technology. These
elements have the potential to minimize the impact of this drought and future drought events.
Background
Water has always been a limiting resource in the western United States. This has become
increasingly apparent as California enters the fourth year of its worst drought on record.
Currently 98% of California is suffering drought conditions, with 67% of the state in a severe
drought state. Short term impacts from the drought are already apparent in the form of surface
water reduction, with long term impacts expected in groundwater depletion. To date, the drought
has resulted in an economic loss of approximately $2.2 billion, which is expected to rise to $3
billion if similar climatic conditions persist into 2015 (Howitt, 2015).

Due to the short- and long-term impacts of this drought, the overall goals of the proposed
program will address multiple aspects of the issue. In the short-term, increased public awareness
and participation in water conservation education and practices is the primary goal. For this
project to be successful, it is essential to increase public awareness of the issue as it affects them
personally (finances, recreation, community, restrictions) and as it affects them as residents of
the state of California (environment, infrastructure, taxes, leadership). Short-term efforts to
improve awareness and participation will result in a gradual paradigm shift in public opinion
over time towards increased participation in water conservation efforts, which will facilitate
future planning. The implementation of a consistent statewide water conservation agenda that
educates all water users and facilitates cooperation between community members, scientists and
government agencies is the long-term goal of this plan.
Funding Sources
A significant amount of funding has already been allocated for research into maximizing
water efficiency and conservation by local, state and federal agencies, as well as by private
industry and research universities. Part of this research is focusing on technology for improving
transport, use-efficiency, storm water capture and water reuse. Additional research and funding
is focusing on community outreach and education, teaching people how they can make a
difference in their communities by changing their daily water use patterns.

The Bureau of Reclamation, in partnership with the Natural Resource Conservation

Service, has funded $6.3 million for projects improving agricultural water use efficiency
(Office of the Governor, 2015).

The federal government has approved $50 million in general drought relief funds for
California, with $20 million set for the Central Valley Water project for drought

monitoring, endangered species protection, etc. (Office of the Governor, 2015).

The Governor of California, Jerry Brown signed a $687 million drought relief package to
improved water system infrastructure and emergency drinking water supplies throughout

the state (CNRA, 2014).

The University of California system, California State Universities, and private
universities like Stanford all have research grant programs focused on addressing the
technological, ecological and social components of the drought (UC-Davis 2015).
In addition, the already widespread impacts of the drought have resulted in the

development of partnerships at varying levels in order to address the causes as well as the
ecological and socioeconomic aspects of drought.

University of California campuses have begun or expanded research on droughtresistant crops; improved water efficiency irrigation technology; and drought
survival outreach programs for farmers, ranchers, landscapers and the general

public.
The California Water Institute, California Center for Urban Horticulture as well as
other associated agencies are working to improve water use, efficiency and

recycling in urban centers.

Federal agencies are also involved in monitoring, forecasting and modeling future
drought scenarios through the U.S. Drought Monitor and Portal, which provides
up-to-date information on drought statistics for scientists, media and the general
public (University of California Institutes for Water Resources, 2015).

This project will reach the target audience through a variety of media and has the
potential to be highly effective in raising the awareness and mobilizing the public to participate
in water conservation efforts and future planning. The technology exists to help Californians
reduce the effects of the drought on their community. What needs to be accomplished, is to
make citizens aware of what they can do as individuals and as a community to reduce their
impact on the drought. This project focuses on how to address that issue.
To address the entirety of this issue, education and outreach must be broad and farreaching to encompass the whole state and make a difference. Given the scope of the plan, some
elements may be donated by concerned parties with an interest in the issue. These may include
non-profit organizations, corporations looking to boost their environmental presence, and
individual citizen volunteers, among others. The large-scale approach of this plan will require
significant startup funding, which should be available as part of the $687 million drought relief
package enacted by California Governor, Jerry Brown. Ultimately, this plan is designed to
improve statewide drought awareness in the short-term but also to serve as a template for further
planning and education in the long-term.
Project Budget
Element
Radio advertisement

Cost
Per 60-Second morning drive

Estimated Total Cost

$9,400 statewide

spot one time pop:

400,000: $45
1,100,000: $115
3,500,00 $200
PSA production Television
(actors, script, setup)

13 million: $385
$1800 per PSA video segment

$3600

PSA poster printing (large

$4000 per year (black and

$4000

region)
Airtime on local television

white)
Free of Charge

$0

station
Cost to email audio PSA to

Free of charge

$0

stations
Cost to mail video PSA to

$12.50 per station for 41

$512

television stations
Cost of monthly PR firm

stations
$1,125/mo

$13,500

retainer
Cost of PR startup campaign
Cost of large-scale Website

$125/hr
$2,400 at startup

$16,000
$2,400

(design, testing and launch)

Cost of large-scale Website

$1,000 per year

$1,000

(maintenance and upgrades)

Social media campaign

Facebook ($2,500-5,000 per

$48,000

local radio and television

month) Twitter ($1500-4000

Celebrity spokesperson
(limited engagement)
Reporter pitch
Total annual startup

per month)
Donate time to the cause
Free of charge

$0
$0
$56,200

cost(statewide)

Biographical Information
Katie Buchan
buch3661@vandals.uidaho.edu
ph: 303-912-0115
EDUCATION
2014 to present: Masters candidate in Ecohydrology. Certificate: Restoration Ecology.
University of Idaho, Moscow, ID.

2012 B.S. Soil and Crop Sciences, Minor: Interdisciplinary Water Resources. Colorado State
University, Fort Collins, CO.
2011 Study Abroad, University of Tasmania, Hobart, Tasmania, Australia
2008-2009 Undeclared, American University, Washington, D.C.
PROFESSIONAL EXPERIENCE
U.S Department of Agriculture: Forest Service. Saratoga, Wyoming. Phone: (307) 326-2510.
Supervisor: David Gloss.

Position: Hydrologic Technician from June 2013 December 2013 and June 2014 to
September 2014.

U.S. Department of Agriculture: Agricultural Research Service, Plant and Animal Genetic
Resources Preservation Research Unit, Fort Collins CO. Phone: (970) 492-7100. Supervisor:
Barbara Ambruzs.

Position: Biological Science Aide from October 2011 to June 2013.

Vail Resorts: Keystone Ski and Ride School, Keystone CO. Phone (970) 496-4170. Supervisor:
Micaela Duarte.

Position: Ski Instructor 2012 to 2014.

Agronomy Foundation Seed Colorado State University, Fort Collins, CO 80523. Phone: (970)
222-4335. Supervisor: Aaron Brown.

Position: Temporary Student Employee from May to July 2010.

RESTORATION EXPERIENCE
Monitoring of re-vegetation success on reclaimed mine sites on the Brush Creek Hayden
Ranger District (2013-2014).
Implementing, monitoring and reporting of a voluntary compensatory wetland mitigation
plan on West Battle Creek in the Medicine Bow National Forest (2013-2014).
Worked on culvert replacement planning, surveying, installation and rehabilitation for
improved aquatic passageway on Lake Creek and Pelton Creek in the Medicine Bow
National Forest (2013-2014).
RESEARCH EXPERIENCE

Field Research Assistant on a project studying the nitrogen fixing potential and growth of
cyanobacteria in Colorado field conditions from May to December 2012.

Research Associate on a project to quantify the effect of existing occupancy of a pot by a

live animal on the catchability of rock lobsters (Jasusedwardsii) from January to June
2011.

SKILLS

Computer: Proficient at Microsoft Office programs, capable in ESRI ArcGIS applications

and natural resource databases.

Laboratory: Knowledgeable in lab protocols, equipment, media preparation, sample

collection and plant tissue culture technique.

Field: Experienced maintaining, calibrating and working with field pH, temperature,
dissolved oxygen, turbidity, electrical conductivity and stream measurement equipment.

Fish: Fish identification, boat, barge and backpack electrofishing. Fish and aquatic
species measurements.

Hydrology: Experienced in conducting hydrologic surveys, erosion-potential and burnedarea assessments and geomorphological profiles. Also experienced in collecting and
analyzing biological, chemical and hydrologic data.

Leadership and Communication:Experienced in coordinating, directing and facilitating

cooperative restoration projects and preparing periodic reports.

PROJECTS/REPORTS
2013, 2014. NSFR 807 Reconstruction Voluntary Compensatory Wetland Mitigation Site Annual
Report.
2012 Soil and Crop Sciences Senior Seminar Project: Water Quality Issues in the Mississippi
River Basin.
2011Catchability of the Southern Rock Lobsters: A comparison of Urchin, Mackerel and
Barracuda.
2010 Feasibility of Phytoremediation vs. Traditional Methods: Bioremediation of Polynuclear
Aromatic Hydrocarbons on Agricultural Lands.
References
California Natural Resources Agency (CNRA). 2014. California Water Action Plan: Actions for
Reliability, Restoration, and Resilience. Final Draft. Sacramento, CA
Curly, C. 2012. How Much Should I Pay for PR Services? National Federation of Independent
Businesses.

Executionists Inc. 2014 How Much Does a Website Cost in 2015? Accessed on 25 March 2015
from http://www.executionists.com/blog/much-website-cost-2015. Marina Del Ray, CA.
Howitt, R.E., Medellin-Azuara, J., MacEwan, D., Lund, J.R. and Sumner, D.A. 2014. Economic
Analysis of the 2014 Drought for California Agriculture. Center for Watershed Sciences,
University of California, Davis, California. 20p. Accessed on 4 March 2015 from
http://watershed.ucdavis.edu
Office of the Governor. 2015. Governor Brown Signs $1 Billion Emergency Drought Package.
Press Release, Sacramento. Accessed on 4 March 2015
fromhttp://gov.ca.gov/news.php?id=18906.
The Pacific Institute. 2014. The Untapped Potential of California's Water Supply: Efficiency,
Reuse and Stormwater. Accessed on 4 March 2015 from http://pacinst.org/wp
content/uploads/sites/21/2014/06/ca-water-capstone.pdf
Passewitz, G.R. and N.H. Bull. 2010. Using the Media to Promote Awareness and Action. Ohio
State University. CDFS-1276-95.
Schaap, w. and F.V. Steenbergen. 2001. Ideas for Water Awareness Campaigns. Stockholm: The
Global Water Partnership.
Schaeffer, C. and S. Presser. 2003. The Science of Asking Questions. Annual Review of
Sociology 2003. 29:6588.
Shirky, C. 2011. The Political Power of Social Media: Technology, the Public Sphere and
Political Change. Foreign Affairs Vol. 90, No.1
Rothman, A.J., R. D. Bartels, J. Wlaschin, and P. Salovey. The Strategic Use of Gain- and
Loss-Framed Messages to Promote Healthy Behavior: How Theory Can Inform
Practice. Journal of Communications. 56 (2006): S202-S220.