Effective Wood Smoke Communications Campaign

How to Change Wood Burning Behaviors and Who to Target

The Human Element

“…the proper function of wood burning appliances is in the hands of the user. The knowledge level and attitude of the

user will be reflected in the amount of smoke their wood heating activities produce. We know there are users who

take great pride in the fact that their neighbors are scarcely aware that they heat with wood because smoke

is almost never visible at their chimney top. We also know that [there are] people who don’t care ...”

John Gulland – The Woodpile

Social Marketing Works

Outreach Versus Social Marketing

• You-Centered• Dissemination is broad• 4Ps are not considered• Occasionally includes

research• Measurement is

minimal

• Them-Centered• Audience

Segmentation• 4Ps are considered• Research is key• Incentives• Testing and

measurement is critical

Social Marketing Steps

• Conduct a situation analysis • Determine target audience• Set objectives and goals• Identify barriers, benefits and the

competition• Define message• Develop the strategic marketing mix

– what tools and incentives? • Implementation• Evaluation

Washington Wood Smoke Campaign

Main Campaign Elements

• Facilitated agreement on goal and objectives

• Statewide research• Messaging and creative

development• Focus group testing• Pilot project implementation• Pre- and post-pilot project survey • Report out and evaluation

Target Audience Profile

• More male than female• Rural• 36 and older• $25,000 - $75,000• Caucasian • High school or degree• Children or no children• More likely to be concerned

about air quality (but not significantly)

• Although think air quality is good or excellent but more concerned than others with air quality

• Thinks wood smoke is insignificant cause of air quality issues and does not impact health

• Not aware of family members with health issues (or so they think)

The Core Message is Dry Firewood

Benefits

Seasoned Firewood

• More heat • Less work• Save money

Burn Bans

• For the health of the community

• Avoid a ticket

Behaviors

Seasoned Firewood

• Stack wood that allows proper circulation

• Cover the woodpile to protect it

• Hold firewood for at least six months before burning

Burn Bans

• Check air quality status through air district website

• Do not burn if a burn ban is in place

Barriers

Seasoned Firewood

• Think already doing it right

• Don’t want to and can’t wait six months

• The wood they purchased is already purchased

Burn Bans

• Don’t know when there is a burn ban

• Not sure how to check• Don’t believe burning

makes a difference

Message Delivery

• Focus on heat and less work, versus health or air quality

• Find credible partners to share messages (fire officials or loggers)

• Storage for six months is probably the biggest gap

• Educating on health is barrier to acceptance

Wood Smoke Reduction Starts with Dry Firewood

Teach People How to Dry Firewood

www.BurnDryFirewood.com

What We’ve Learned?

• The right target audience• Non-health messaging works• Messages need to be very simple and

cost-effective• Incentives are necessary• Mix of workshops and events, plus

traditional marketing• Collaborate to build tools and systems• The right partners are key• Marketing works!

Who We Are?

Lisa Woodard, Spokane Clean Air AgencyAmy Warren, Puget Sound Clean Air Agency

Dan Nelson, Olympic Clean Air AgencyLaura Curley, Northwest Clean Air Agency

Dave Caprile, Yakima Clean Air AgencyClaudia Vaupel, EPA Region 10

Tami Dahlgren and Miriam Duerr, Washington State Department of Ecology

Erika Schmidt, APR, Frause