Emmy-Winning ‘Winter is Here’ PSA Still Relevant Today

“Winter is Here”: Emmy-Winning PSA from the City of West Hollywood Uses Fantasy to Deliver a Serious Message About Water Conservation

Winter is Coming! But the Drought is Far From Over is the tagline that sets the tone for the Emmy-winning PSA. Drawing from fantasy epics like Game of Thrones, the video opens with a cloaked figure walking through a dramatic, foggy West Hollywood landscape, declaring that while winter may be upon us—with the promise of El Niño conditions and rain—California’s historic drought is still very much a threat. Set in a moody, fictional version of West Hollywood, the PSA features a hooded protagonist—reminiscent of a medieval guardian—who issues a warning: “Winter is here, but the drought is not over.” The voiceover, delivered in a commanding and theatrical tone, urges viewers to be vigilant in their use of water, even during the cooler months when rainfall might suggest a reprieve from drought conditions. The message is clear: winter weather does not mean water waste is acceptable. The state remains in a water crisis, and conservation is critical.

The character traverses urban and residential landscapes, narrating scenes that show residents engaging in simple but powerful acts of conservation—like installing low-flow fixtures, turning off sprinklers during rain, and fixing leaky faucets. The fantasy-inspired aesthetic, complete with foggy streets, epic music, and dramatic costuming, makes the PSA feel more like a short film than a traditional civic message. Throughout the video, residents are shown taking meaningful steps to reduce their water use: installing water-efficient fixtures, turning off sprinklers during rain, and fixing household leaks. The narration urges everyone—individuals, businesses, and institutions—to make small changes that add up to major savings. The campaign is both a rallying cry and a reminder: this is a challenge everyone must face together.

The PSA was developed by the City of West Hollywood as part of a broader water conservation initiative. Recognizing that traditional messaging wasn’t breaking through, the City took a bold creative approach. By using genre storytelling, they were able to connect emotionally with a modern, media-savvy audience while keeping the focus on real-world action.

The campaign was launched in partnership with Change the Course, a first-of-its-kind national water sustainability initiative supported by Participant Media, the National Geographic Society, and the Bonneville Environmental Foundation. This collaboration added credibility and reach, helping residents understand how their daily choices affect the water system and encouraging them to take the Change the Course pledge at www.changethecourse.us.

‍Winter is Here received a regional Emmy® Award for Outstanding Community/Public Service PSA and was honored with the EPIC Award for Best Use of Video by the California Association of Public Information Officials (CAPIO). It also earned recognition as a finalist in the Government Social Media Awards. The awards acknowledged the PSA’s exceptional production value, innovative storytelling, and ability to convey a critical message in a compelling way.

Beyond the trophies, Winter is Here had a tangible impact. The PSA reached more than 250,000 viewers across social media platforms in just a few months, driving increased engagement with West Hollywood’s sustainability resources. Many residents signed up for conservation updates, applied for rebates, and pledged to reduce their water usage.

By blending urgency with creativity, the City of West Hollywood turned a looming crisis into a shared mission. Winter is Here stands as a model of how local government can lead with imagination and purpose—empowering communities to act, even in the face of a drought that refuses to permanently end.