California Integrated Waste Management Board 1 Consideration Of Scope Of Work For A Public Awareness Campaign To Promote Sustainable Tire Practices Board.

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Presentation transcript:

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

California Integrated Waste Management Board 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.

California Integrated Waste Management Board April 2008 Board Direction Seek State partners Develop consistent messaging Look for additional partnerships to leverage funds 3

California Integrated Waste Management Board State Agencies Air Resources Board California Energy Commission Consumer Affairs California Highway Patrol Caltrans 4

California Integrated Waste Management Board BAR’s Drive Healthy Campaign 5

California Integrated Waste Management Board Drive Healthy 6

California Integrated Waste Management Board Drive Healthy 7

California Integrated Waste Management Board 8 Community Education Approach Desire I want to Skills I can Optimism It’s worthwhile Action It’s easy Reinforcement I will continue Knowledge I know I should 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" 9

California Integrated Waste Management Board Ongoing Partners 10

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 08/09FY 09/10 Outreach Campaign$1,200,000 Remainder$600,000 13

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 15

California Integrated Waste Management Board 16

California Integrated Waste Management Board 17 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 18 Tactics Proposed Public Service Announcements Traditional & Non-traditional Advertising Media Relations Partnership development

California Integrated Waste Management Board 19 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 20

California Integrated Waste Management Board 21

California Integrated Waste Management Board 22 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%