Officials are taking various avenues to encourage Californians to conserve water, like good ol' facts and figures, or even messages that convey a sense of guilt.

But the San Francisco Public Utilities Commission has announced a revamped version of their drought campaign, which first took a sexy turn last year. This year's campaign features messages like this one:

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And this one:

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Andrea Scott, a marketing professor at Pepperdine, explained what messages are effective for encouraging water conservation.