KEY FINDINGS AND CONCLUSIONS
The campaign demonstrated success in educating the public about the connection between pollution of storm/runoff water and pollution of the ocean.
- The number one message recalled by residents about the storm water advertising is that “whatever goes in the storm drains goes in the ocean.”
The campaign helped to make residents more knowledgeable about storm/runoff water pollution issues.
- The number of residents who now feel “very knowledgeable” about the causes of ocean, river and lake pollution is significantly higher than it was in the baseline period.
- This increase appears to have occurred primarily in non-target segments.
- Neat Neighbors are slightly less secure that they know everything they should.
- All three target segments are likely to recall that motor oil and litter are key pollutants related to storm water quality.
- Additionally, the dangers of dog droppings and coffee cups to storm water quality are clearly breaking through from the advertising.