KEY FINDINGS AND CONCLUSIONS
Based on cumulative learning over the course of the Five-Year Campaign and overall outreach results achieved to date, the following recommendations are suggested by Rogers & Associates to help maximize future storm water pollution prevention efforts in Los Angeles County:
- Priority target audience segments should remain the same, with primary emphasis focused on the Neat Neighbors and Fix It Foul-Ups, as well as Rubbish Rebels to help achieve county-wide litter reduction goals.
- Public education programs should be continued, as evidenced by the fact that 72% of LA County’s population (Neat Neighbors, Fix It Foul-Ups and Rubbish Rebels combined) can be reached through a single, integrated, multi-faceted communications campaign.
- Funding to support advertising and overall communications should be increased to a level at least three times the current program budget in order to maximize exposure in the Los Angeles media market and help move residents from “intent to change behaviors” to significant and sustained behavioral change.
- Advertising should be reviewed to assess the effectiveness of current executions and potential need to develop new creative concepts and messages to maximize media impact.
- Public relations and non-traditional communications channels (e.g., radio promotions, media stunts and “place-based” advertising like sidewalk chalk drawings) should be continued and expanded to disseminate pollution prevention messages.