Table of Contents
- Key Findings and Conclusions 6
- Survey Methodology 1997-2001 11
- Overview of Social Change Process 18
- Target Audiences
- Attitudes and Awareness Among Target Audiences 23
- Advertising Message Recall/Impact Among Target Audiences 32
- Attitudes Toward Water Pollution Clean-Up Among Target Audiences 39
- Behaviors Related to Water Pollution Among Target Audiences 46
- Lifestyle Characteristics Among Target Audiences 55
- Demographic Characteristics of Target Audiences 60
- All Residents
- Attitudes and Awareness Among All Residents 65
- Advertising Message Recall/Impact Among All Residents 74
- Attitudes Toward Water Pollution Clean-Up Among All Residents 82
- Behaviors Related to Water Pollution Among All Residents 87
- Lifestyle Characteristics Among All Residents 93
- Demographic Characteristics of All Residents 99
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