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Board Item 10 Office of Public Affairs PowerPoint Presentation
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Board Item 10 Office of Public Affairs

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  1. Consideration Of Scope Of Work For A Public Awareness Campaign To Promote Sustainable Tire Practices Board Item 10 Office of Public Affairs

  2. 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

  3. April 2008Board Direction • Seek State partners • Develop consistent messaging • Look for additional partnerships to leverage funds

  4. State Agencies • Air Resources Board • California Energy Commission • Consumer Affairs • California Highway Patrol • Caltrans

  5. BAR’s Drive Healthy Campaign

  6. Drive Healthy

  7. Drive Healthy

  8. Community Education Approach Stages of Change Theory

  9. Stages of Change Approach From desire of wanting to “call to action” • "did you know tires should be filled“ • "check and fill your tires"

  10. Ongoing Partners

  11. Tire Outreach Advisory Panel • Recyclers • Manufacturer’s • Dealers • Environmental Groups • Energy • Air

  12. 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

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

  14. www.ciwmb.ca.gov

  15. 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

  16. 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.

  17. Tactics Proposed • Public Service Announcements • Traditional & Non-traditional Advertising • Media Relations • Partnership development

  18. 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.

  19. 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%