Want Clean Air? Tom Mather N.C. Division of Air Quality National Air Quality Conference March 2010.

Want Clean Air?

Tom Mather

N.C. Division of Air Quality

National Air Quality Conference

March 2010

Want Clean Air?

Multi-media outreach campaign in Spring 2009

Focused on radio and Internet advertising

Linked advertising to Web site

Campaign Goals

Increased public awareness of ways to help reduce air pollution

Drive more people to Web site Simple messages, easy to remember Improve air quality

Challenges

“Laundry list” of messages Making tips memorable Keeping message positive Budget limitations

Main Outreach Messages

Energy conservation – lights, transportation

Conserving energy saves money, reduces air pollution

Carpooling, transit and other alternatives

Better driving habits Stop open burning

Types of Outreach and Advertising Used

Brochures Radio Internet Ads Web site State Fair exhibit

Costs by Media Brochures – $3,794 for 20,000 copies Bookmark for kids - $1,270 for 20,000 copies Radio - $176,000 for statewide ads, 3

months Internet - $63,000 for ads on 7 metro sites, 3

million impressions, 2 months Internet – $120,000 for ads on 2 large metro

sites, 4.9 million impressions, 9 months State Fair – Minimal additional costs

Publications: Tips for Reducing Air Pollution

Brochure: You Can Help Clear the Air

Aimed at adults Tips for the home,

highway, work

Bookmark: 8 Things Kids Can Do to Clean the Air

Aimed at children Tips for home, school

Want Clean Air? Campaign Series of Web and radio

ads dealing with air issues Ads ran on major Web

sites and radio stations statewide in 2009

Movement but no pop-ups Clicking ad takes viewer to

DAQ Web site

Radio Ads

Radio Ad ScriptsCarpooling :15

Want clean air? You can help by driving less. Leave your car or truck at home. Carpool. Take the bus or transit. Walk or ride your bike. Improve your health and help the environment. Live healthier. Choose clean air. Learn more at ncair.org

Idle Reduction :15

Want clean air? You can help by turning off your engine. Limit idling in your car or truck, especially in drive-through and carpool lanes. Save gas and save money. Live healthier. Choose clean air. Learn more at ncair.org

Change Driving Habits :15

Want clean air? You can help by changing your driving habits. Ease up on the gas pedal. Avoid jackrabbit starts and stops. Limit idling. Park and walk into shops and restaurants. Save gas. Save money. Choose clean air. Learn more at ncair.org

Appeal of Web Advertising

Reaching new audiences Increased role of Internet in media Graphics, color, movement Clickability: Directing viewers to your

Web site Relatively low cost

Web Ads (examples)

Want Clean Air? Drive better. Avoid speeding,

rapid starts and unnecessary idling.

Drive less. Carpool, walk, bike or ride the bus.

Limit idling. Conserve energy, save money and cut air pollution.

Obey your check engine light. Keep your car or truck running clean.

Want Clean Air? Use energy efficient lights. Save energy

and money, cut air pollution. Save electricity. Turn off unused lights,

appliances, computers. Check the air quality forecast. Protect

your health. Help clear the air. Don’t burn trash. Smoke pollutes the air

and is unhealthy to breathe.

NC State Fair Green NC exhibit

area at State Fair, Oct. 16-25, 2009

Nearly 1 million visitors at State Fair, 100,000 at Green NC

DAQ exhibit based on “Want Clean Air?” theme

NC State Fair

What’s Next?

Will continue using a mix of media: TV, radio, internet, brochures

Exploring use of movie theater ads Increased use of internet ads Anti-idling signs

Anti-idling Signs

Contact Information

Tom Mather

N.C. Division of Air Quality

(919) 715-7408

[email protected]