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Dippy Duck going for an older audience

(Dippy Duck gets a make-over)….The idea is to make his message a little more mature.

The Imperial Irrigation District’s campaign to keep children out of canals has focused on elementary school children since it began in 1959. The majority who actually swim in the canals, however, are teens and adults. The IID is recognizing this fact, and decided to revamp the program. The District is spending $25,000 to adjust the fall program, making appropriate for High School students. The initial focus will be on Calexico and Holtville High Schools. A video is also going to be presented at local theaters, before and in between feature presentations. An ad campaign has also been initiated to get the message across.