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Want Clean Air?
Tom Mather
N.C. Division of Air Quality
National Air Quality Conference
March 2010
Want Clean Air?
Multi-media outreach campaign in Spring 2009
Focused on radio and Internet advertising
Linked advertising to Web site
Campaign Goals
Increased public awareness of ways to help reduce air pollution
Drive more people to Web site Simple messages, easy to remember Improve air quality
Challenges
“Laundry list” of messages Making tips memorable Keeping message positive Budget limitations
Main Outreach Messages
Energy conservation – lights, transportation
Conserving energy saves money, reduces air pollution
Carpooling, transit and other alternatives
Better driving habits Stop open burning
Types of Outreach and Advertising Used
Brochures Radio Internet Ads Web site State Fair exhibit
Costs by Media Brochures – $3,794 for 20,000 copies Bookmark for kids - $1,270 for 20,000 copies Radio - $176,000 for statewide ads, 3
months Internet - $63,000 for ads on 7 metro sites, 3
million impressions, 2 months Internet – $120,000 for ads on 2 large metro
sites, 4.9 million impressions, 9 months State Fair – Minimal additional costs
Publications: Tips for Reducing Air Pollution
Brochure: You Can Help Clear the Air
Aimed at adults Tips for the home,
highway, work
Bookmark: 8 Things Kids Can Do to Clean the Air
Aimed at children Tips for home, school
Want Clean Air? Campaign Series of Web and radio
ads dealing with air issues Ads ran on major Web
sites and radio stations statewide in 2009
Movement but no pop-ups Clicking ad takes viewer to
DAQ Web site
Radio Ads
Radio Ad ScriptsCarpooling :15
Want clean air? You can help by driving less. Leave your car or truck at home. Carpool. Take the bus or transit. Walk or ride your bike. Improve your health and help the environment. Live healthier. Choose clean air. Learn more at ncair.org
Idle Reduction :15
Want clean air? You can help by turning off your engine. Limit idling in your car or truck, especially in drive-through and carpool lanes. Save gas and save money. Live healthier. Choose clean air. Learn more at ncair.org
Change Driving Habits :15
Want clean air? You can help by changing your driving habits. Ease up on the gas pedal. Avoid jackrabbit starts and stops. Limit idling. Park and walk into shops and restaurants. Save gas. Save money. Choose clean air. Learn more at ncair.org
Appeal of Web Advertising
Reaching new audiences Increased role of Internet in media Graphics, color, movement Clickability: Directing viewers to your
Web site Relatively low cost
Web Ads (examples)
Want Clean Air? Drive better. Avoid speeding,
rapid starts and unnecessary idling.
Drive less. Carpool, walk, bike or ride the bus.
Limit idling. Conserve energy, save money and cut air pollution.
Obey your check engine light. Keep your car or truck running clean.
Want Clean Air? Use energy efficient lights. Save energy
and money, cut air pollution. Save electricity. Turn off unused lights,
appliances, computers. Check the air quality forecast. Protect
your health. Help clear the air. Don’t burn trash. Smoke pollutes the air
and is unhealthy to breathe.
NC State Fair Green NC exhibit
area at State Fair, Oct. 16-25, 2009
Nearly 1 million visitors at State Fair, 100,000 at Green NC
DAQ exhibit based on “Want Clean Air?” theme
NC State Fair
What’s Next?
Will continue using a mix of media: TV, radio, internet, brochures
Exploring use of movie theater ads Increased use of internet ads Anti-idling signs
Anti-idling Signs
