In drought-ravaged California, producing one pound of beef requires 1,799 gallons of water. We hit on a way that meat-loving Californians could enjoy their locally-raised cattle products: simply stop showering: a new grassroots moo-vement for drought-conscious Californians who don't want to give up their steak. Millions were fooled by their slick lifestyle-branding video, a heartfelt endorsement by the famously vegan Moby, streets teams of cows and hamburgers, a fake corporate website, and an appearance at a Governor Brown event. Most importantly, the scale of industrialized beef's water usage was brought into vivid focus by the numerous press and media outlets that reported on the action.