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 Bookmark: 8 Things Kids Can Do to Clean the Air Aimed at children Tips for home, school • Aimed at adults • Tips for the home, highway, work
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 Ad Scripts Carpooling :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
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
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
Contact Information Tom Mather N.C. Division of Air Quality (919) 715-7408 firstname.lastname@example.org