ADVERTISING MESSAGE RECALL/IMPACT AMONG TARGET AUDIENCES
Another major objective of the storm water public education campaign is to focus County residents’ attention on the effects of runoff pollution on the ocean, rivers and lakes.
The pattern of message recall among the three key target groups is similar to message recall among the general population, suggesting that all residents are hearing the same key information.
- Fix It Foul-Ups are more focused on the main message that storm drains go straight to the ocean, perhaps because they are the kind of residents who are inherently interested in understanding how things work.
All three target segments are most likely to recall that the consequences of storm water pollution are pollution of the ocean and to a lesser extent, a threat to marine life.
All three target segments are most likely to be aware that motor oil and litter are key pollutants of concern to storm water quality.
- Additionally, of the three target segments, Fix It Foul-Ups are most likely to remember that fertilizer, pesticides and cigarette butts are harmful pollutants mentioned in the campaign.
In terms of persuasion, Neat Neighbors are most likely to admit being affected by the campaign. More than half of Neat Neighbors (55%) feel that messages in the campaign are meaningful to them.
- Neat Neighbors (53%) also feel that the campaign makes them think more about the things they do, teaches them something new (43%) and is making them change their behaviors (40%).
- While most Fix It Foul-Ups find the campaign messages meaningful (55%) and thought-provoking (42%), they are less likely than Neat Neighbors to admit that they learned something new or that the campaign persuaded them to change their behavior.
- Rubbish Rebels are least likely of the three target groups to give the campaign credit for having influenced their thoughts or actions, although more than four in ten find the campaign meaningful (45%) and thought-provoking (44%).
Because both attitude and behavior changes are seen in all three target audiences, it appears that the campaign did influence all three audiences, despite Fix It Foul-Ups and Rubbish Rebels being less likely to credit the campaign for these changes than Neat Neighbors.