California Integrated Waste Management Board 1 Consideration Of Scope Of Work For A Public Awareness Campaign To Promote Sustainable Tire Practices Board.

California Integrated Waste Management Board

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Consideration Of Scope Of Work For A Public Awareness Campaign

To Promote Sustainable Tire Practices

Board Item 10Office of Public Affairs


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Used Tire Diversion Outreach Discussion

Five Year Tire Plan 2007/08 – 2011/12: Market Development and new Technology Activities for Waste and Used Tires Objectives 1 & 3:

1. Increase use of RAC and TDA applications by providing funds and technical assistance to State agencies and local governments

3. Increase statewide public awareness on purchasing longer-lived tires, proper care and maintenance, and supporting local use of RAC and CE applications using social marketing techniques designed to include cultural and ethnic consideration.

www.ciwmb.ca.gov


April 2008Board Direction

• Seek State partners

• Develop consistent messaging

• Look for additional partnerships to leverage funds

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State Agencies

• Air Resources Board

• California Energy Commission

• Consumer Affairs

• California Highway Patrol

• Caltrans

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BAR’s Drive Healthy Campaign

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Drive Healthy

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Drive Healthy

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Community Education Approach

Desire

I want to

Knowledge

I know I should

Skills

I can

Optimism

It’s worthwhile

Action

It’s easy

Reinforcement

I will continue

Stages of Change Theory

CIWMB


Stages of Change Approach

From desire of wanting to “call to action”

• "did you know tires should be filled“

• "check and fill your tires"

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Ongoing Partners

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Tire Outreach Advisory Panel• Recyclers

• Manufacturer’s

• Dealers

• Environmental Groups

• Energy

• Air


2-Year Tire Sustainability Outreach

• $2.4 million for two-years

• Partner with BAR & Drive Healthy campaign

• Enhance current partners

• PSA distribution

• Ad development/placement to reach drivers

• Create message: awareness & call to action

• Measurement component


Budget for Market Development and New Technology Activities for Waste and Used Tires

FY 08/09 FY 09/10

Outreach Campaign $1,200,000 $1,200,000

Remainder $600,000 $600,000

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www.ciwmb.ca.gov


Next Steps• Begin Implementing more action

– Making it easier and convenient to check tire pressure and inflate tires

– More partnerships in private sector– Seek additional funding from private

sector to continue outreach– Move towards reinforcement campaign

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Anti-meth campaign aimed at gay men

California is spending $11 million to discourage use of the drug, which increases the risk of spreading HIV.

By Mary Engel, Los Angeles Times Staff Writer March 14, 2008

California drug officials launched an $11-million barrage of billboards, bus wraps, cable TV ads and a website Thursday aimed at discouraging gay men

from using methamphetamine, an illegal stimulant linked to risky sexual behavior and the spread of HIV.


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Tactics Proposed• Public Service Announcements

• Traditional & Non-traditional Advertising

• Media Relations

• Partnership development


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Other Statewide Campaigns– Caltrans Don’t Trash California - $6.5M

over 22 months – Dept. of Public Health Anti Meth Outreach -

$6.69M over 3 years – PR only, advertising was separate and larger

– CA Highway Patrol: Click-It Or Ticket - $10M cap for 3 years

– Bureau of Automotive Repair Health Driving Outreach - $4 million over 2 years.


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Tire Sustainability Needs– 74% of vehicles have at least one under-

inflated tire– 27% have a tire that is on average 6.8 psi low. – Less than half of those surveyed report

checking their tires regularly – at least once a month.

– Under inflated tires can reduce tire life by 15%

California Integrated Waste Management Board 1 Consideration Of Scope Of Work For A Public Awareness Campaign To Promote Sustainable Tire Practices Board.

Documents

board direction

california drug offici

gay men california

change theory slide

office of public affairs

outreach campaign

reinforcement campaign

public awareness campaign