Consideration Of Scope Of Work For A Public Awareness Campaign To Promote Sustainable Tire Practices Board Item 10 Office of Public Affairs
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
State Agencies • Air Resources Board • California Energy Commission • Consumer Affairs • California Highway Patrol • Caltrans
Community Education Approach Stages of Change Theory
Stages of Change Approach From desire of wanting to “call to action” • "did you know tires should be filled“ • "check and fill your tires"
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
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
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.
Tactics Proposed • Public Service Announcements • Traditional & Non-traditional Advertising • Media Relations • Partnership development
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.
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%