BACKGROUND
The Five-Year Public Education Campaign objectives required an effort that was:
- Grounded in comprehensive research to guide program strategy and allocation of limited resources.
- Targeted towards LA County residents who are the greatest polluters and most willing to change their behaviors (i.e., Neat Neighbors and Fix It Foul-Ups who, collectively, represent more than 63% of LA’s total population).
- Based on an overarching, county-wide campaign that used a strategic mix of traditional and non-traditional advertising, media relations, corporate and nonprofit partnerships, special events and community, school and business outreach.
- Multifaceted, benefiting the County and its co-permittee cities by maximizing their collective resources and reinforcing Project Pollution Prevention program messages through a wide variety of channels.
- Collaborative, capturing synergies with other DPW public education programs.
The Five-Year Public Education Campaign appears to have met its objectives.
- Important changes in intentions and behaviors were observed in key audience segments.