The Metropolitan Water District of Southern California is continuing its campaign to remind residents that water conservation should remain a part of their daily lives.

The expanded H2Love campaign launches this week with a 1960s vintage vibe and a message to keep saving water. The messaging builds on the initiative launched last summer under the tagline “Love Water, Save Water.”

The $1.3 million campaign features the H2Love logo against a bright blue, water-inspired backdrop that aims to combat conservation fatigue by grabbing attention with a retro design. It also includes new tag lines intended to inspire the heart behind conservation: “Loving water means saving water,”

“Saving water matters here,” and “Love water. Save water. Always.”

“The drought emergency is behind us and we want to thank the millions of Southern Californians who made saving water a big part of their lifestyle,” MWD General Manager Jeffrey Kightlinger said. “Now we all need to lock in those savings permanently and make conservation a way of life, rain or shine.”

Campaign ads will appear on nearly 500 billboards and transit shelters across the region, many in Spanish, Chinese, Korean and Vietnamese, as well as on commuter busses and Metro trains.

Metropolitan also is an official sponsor of Major League Soccer’s LA Galaxy, which will help promote the conservation message at its home games and with its fan base throughout the Southland.

The Metropolitan Water District of Southern California is a state- established cooperative of 26 cities and water agencies serving nearly 19 million people in six counties. The district imports water from the Colorado River and Northern California to supplement local supplies.