DON’T DRIVE DAY

Shelley H. LanhamCharlotte Area Air Awareness

DON’T DRIVE DAY: OUTLINE N.C. Air Awareness DDD Logistics

PlanningPromotion

An Experiment with Participation Pledges

How do new participants differ?

N.C. AIR AWARENESS

Mission: Provide education and

outreach program Goals:

Motivate individuals to take voluntary action

NC 8-hr Ozone Nonattainment Areas

**Avoid costly mandatory

regulation of local businesses and

industry**

N.C. AIR AWARENESSNC 8-hr Ozone Nonattainment Areas

**Avoid costly mandatory

regulation of local businesses and

industry**

LOGISTICS: PLANNING

Prizes: iPad (NC Air Awareness) 2 pairs of Charlotte Motor Speedway Suite tickets (Duke

Energy) $50 Espada Bicycles gift certificate (Alta Planning +

Design) $50 Harris Teeter gift certificate (Harris Teeter) Don’t Drive Day t-shirts

LOGISTICS: PROMOTION Web presence

www.DontDriveDay.org MCAQ, CAW, and CATS

homepages Other local organizations

Media coverage - Earned Press Release Fox News Rising

interview Print media

Events Information/Giveaways Pledge

Email blasts CATS Rider Alert NCAA and CAW

business coalitions Previous DDD

participants Pre-event pledgers

Pre-DDD raffle of CATS/LYNX passes 2009 DDD “new

commuters” 2010 Don’t Drive Day

Pledgers

PROMOTIONAL FLYER

ENTRY METHOD

EXPERIMENT WITH PLEDGES Don’t Drive Day pledge

Data: Name Anticipated commute mode Email address

Methods: Collected data at events (n=118)

Rewarded with DDD t-shirt Raffled commute mode specific prizes prior to

DDD Email reminder 2 days prior to DDD Compared actual entries from

www.DontDriveDay.org to pledged data

CONCLUSIONS: PLEDGE Results:

20% of pre-event pledgers entered a clean commute on Don’t Drive Day

Conclusions:Useful promotional toolRequire actual entry of each behavior

More representative participation numbers More representative emission reductions

If Pledge is necessary Be aware of possible inflation: temper results

RESULTS: PARTICIPATION

RESULTS: COMMUTE MODE TRENDS

MODE RESULTS: HOW NEW PARTICIPANTS DIFFER

General Results

PROMOTION RESULTS: HOW NEW PARTICIPANTS DIFFER

General Results

Other: Events, Email, Print Media, etc.

CONCLUSIONS: HOW NEW PARTICIPANTS DIFFER “Anyone can carpool”

Increase emphasis on other options than just transit options (especially carpooling and telecommuting)

Partnerships with businesses are essential!Most effective promotional method Allow and encourage telecommuting option

(largest increase in overall participation and new participation)

Success Story: Piedmont Natural Gas

THANK YOU! From the Charlotte Region of North Carolina

OVERALL OUTCOME Don’t Drive Day 2010

13.13 tons of air pollution prevented (CO2, CO, NOx, VOC, PM2.5)

102.08 lbs of ground-level ozone-forming pollutants prevented

Combined air pollution prevented through 4 most recent DDD41.58 tons of air pollution (CO2, CO, NOx,

VOC, PM2.5)323.16 lbs of ground-level ozone-forming

pollutants prevented

FUTURE DDD EVENTS Short-term

Do not accept pledges for participation Promotion

Change commute mode emphasis Encourage business partners to take more active role in

promoting DDD Business hosts several DDD throughout Ozone season Offer local incentive to employees

Purchase/secure more TV News coverage CBS partnership Press releases

Long-term Season-long Challenge

Expansion of DDD – conduct certain number of clean commutes for entry into contest

RESULTS: PROMOTION

RESULTS: 2010 COMMUTE MODE