In July, California cut its water use by 31.3 percent, exceeding a goal of 25 percent set by Gov. Jerry Brown (D) in April. Santa Barbara, Santa Cruz, and San Francisco were among the cities that saved the most, and Beverly Hills was at the bottom of the list. Max Gomberg, climate and conservation manager at the State Water Board Office of Research, Planning, and Performance, said, "San Francisco is achieving 17 percent of cumulative savings, and that's a real success story." He told Al Jazeera other cities should take a look at its "edgy, some might even call R-rated" public awareness campaign, with slogans that include "Nozzle Your Hose: Limit outdoor watering" and "Gardens Gone Wild: Use native, water-efficient plants." Education about the drought is one factor in conserving water, and peer pressure is another.