LOS ANGELES (AP) — California is taking to the highways to spread the word about water conservation after months of drought.

This week the California Department of Transportation launched an education campaign with 700 electronic highway boards displaying the message: “Serious Drought. Help Save Water.”

Caltrans hopes the campaign will raise drought awareness among California’s 24 million drivers.

The signs will be activated when there are no critical emergency or traffic safety messages or Amber Alerts.

California recorded its driest year on record in 2013 and the first substantial storm of this winter arrived only last weekend.

Last month Gov. Jerry Brown declared a drought state of emergency and directed state officials to take all necessary actions to prepare for water shortages.