Long Island Commission for Aquifer Protection Launches Our Water Our Lives Campaign to Encourage Drinking Water Conservation

(Pewaukee, Wis…May 31, 2019) AFFIRM was contracted by the Long Island Commission for Aquifer Protection (LICAP) to develop and launch Our Water Our Lives, an education and awareness campaign to conserve water from the aquifer – Long Island’s only drinking water supply.

LICAP focuses efforts on groundwater resource management and both quality and quantity issues facing Long Island’s aquifer system that is experiencing depletion. Every day, over 7 million residents utilize the water from the underground aquifer for drinking water and without action now, the drinking water for generations to come is in danger.

The Our Water Our Lives campaign, created by AFFIRM, features a microsite, a digital online program, social media content, and a brochure to encourage drinking water conservation on Long Island and to educate Long Islanders about their vital groundwater supply. The campaign will focus on three conservation measures: encouraging the use of smart controllers, rain sensors, and other water-saving technology to help residents water their lawns more efficiently; encouraging the use of EPA WaterSense products for indoor water savings; and, for those who choose not to use water-saving technology, encouraging the adoption of alternate-day lawn watering, which saves water and promotes healthy lawns.

“Drinking water can’t be taken for granted,” said AFFIRM President Danny Mager. “Since most people don’t know where their water comes from and think there’s any infinite supply, it’s critically important to educate them, especially in places like Long Island where the only water they have is literally right under their feet. By taking simple steps, like turning the tap off when they brush their teeth, each individual can have a large impact on saving our water for future generations.”

AFFIRM is a full-service marketing communications agency with headquarters in Pewaukee, Wisconsin. The agency serves local, regional and national clients in Business-to-Business and Consumer markets and has special expertise providing social marketing, transit, transportation and health benefits marketing and communications. For more information, call 262-650-9900, or visit


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