ATTITUDES AND AWARENESS AMONG TARGET AUDIENCES
Although the overall levels are low, all three target audiences are seeing more messages at the beach about water pollution.
- Although the program did not specifically target beach signage, the campaign probably increased sensitivity to messages by other groups working to combat pollution at local beaches.
- The significance of beach messages is a positive outcome for efforts to reach Rubbish Rebels, since their segment is most likely to participate in beach and other water sport activities.
When prompted, four in ten (42%) Rubbish Rebels recall having heard something on the radio related to storm water pollution as compared to only one-in-four (27%) Neat Neighbors and one-in-five (21%) Fix It Foul-Ups.
- Neat Neighbors are somewhat more likely than other segments to have seen or read something in the newspaper or a magazine related to water pollution.