california integrated waste management board 1 consideration of scope of work for a public awareness...
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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
California Integrated Waste Management Board
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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
California Integrated Waste Management Board
April 2008Board Direction
• Seek State partners
• Develop consistent messaging
• Look for additional partnerships to leverage funds
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California Integrated Waste Management Board
State Agencies
• Air Resources Board
• California Energy Commission
• Consumer Affairs
• California Highway Patrol
• Caltrans
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California Integrated Waste Management Board
BAR’s Drive Healthy Campaign
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California Integrated Waste Management Board
Drive Healthy
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California Integrated Waste Management Board
Drive Healthy
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California Integrated Waste Management Board
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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
California Integrated Waste Management Board
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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California Integrated Waste Management Board
Ongoing Partners
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California Integrated Waste Management Board
Tire Outreach Advisory Panel• Recyclers
• Manufacturer’s
• Dealers
• Environmental Groups
• Energy
• Air
California Integrated Waste Management Board
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
California Integrated Waste Management Board
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
California Integrated Waste Management Board
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.
California Integrated Waste Management Board
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Tactics Proposed• Public Service Announcements
• Traditional & Non-traditional Advertising
• Media Relations
• Partnership development
California Integrated Waste Management Board
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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.
California Integrated Waste Management Board
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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%