California Integrated Waste Management Board 1 Consideration Of Scope Of Work For A Public Awareness...

California Integrated Waste Management Board

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Consideration Of Scope Of Work For A Public Awareness Campaign

To Promote Sustainable Tire Practices

Board Item 10Office of Public Affairs


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Used Tire Diversion Outreach Discussion

Five Year Tire Plan 2007/08 – 2011/12: Market Development and new Technology Activities for Waste and Used Tires Objectives 1 & 3:

1. Increase use of RAC and TDA applications by providing funds and technical assistance to State agencies and local governments

3. Increase statewide public awareness on purchasing longer-lived tires, proper care and maintenance, and supporting local use of RAC and CE applications using social marketing techniques designed to include cultural and ethnic consideration.

www.ciwmb.ca.gov


April 2008Board Direction

• Seek State partners

• Develop consistent messaging

• Look for additional partnerships to leverage funds

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State Agencies

• Air Resources Board

• California Energy Commission

• Consumer Affairs

• California Highway Patrol

• Caltrans

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BAR’s Drive Healthy Campaign

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Drive Healthy

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Drive Healthy

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Community Education Approach

Desire

I want to

Knowledge

I know I should

Skills

I can

Optimism

It’s worthwhile

Action

It’s easy

Reinforcement

I will continue

Stages of Change Theory

CIWMB


Stages of Change Approach

From desire of wanting to “call to action”

• "did you know tires should be filled“

• "check and fill your tires"

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Ongoing Partners

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Tire Outreach Advisory Panel• Recyclers

• Manufacturer’s

• Dealers

• Environmental Groups

• Energy

• Air


2-Year Tire Sustainability Outreach

• $2.4 million for two-years

• Partner with BAR & Drive Healthy campaign

• Enhance current partners

• PSA distribution

• Ad development/placement to reach drivers

• Create message: awareness & call to action

• Measurement component


Budget for Market Development and New Technology Activities for Waste and Used Tires

FY 08/09 FY 09/10

Outreach Campaign $1,200,000 $1,200,000

Remainder $600,000 $600,000

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www.ciwmb.ca.gov


Next Steps• Begin Implementing more action

– Making it easier and convenient to check tire pressure and inflate tires

– More partnerships in private sector– Seek additional funding from private

sector to continue outreach– Move towards reinforcement campaign

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Anti-meth campaign aimed at gay men

California is spending $11 million to discourage use of the drug, which increases the risk of spreading HIV.

By Mary Engel, Los Angeles Times Staff Writer March 14, 2008

California drug officials launched an $11-million barrage of billboards, bus wraps, cable TV ads and a website Thursday aimed at discouraging gay men

from using methamphetamine, an illegal stimulant linked to risky sexual behavior and the spread of HIV.


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Tactics Proposed• Public Service Announcements

• Traditional & Non-traditional Advertising

• Media Relations

• Partnership development


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Other Statewide Campaigns– Caltrans Don’t Trash California - $6.5M

over 22 months – Dept. of Public Health Anti Meth Outreach -

$6.69M over 3 years – PR only, advertising was separate and larger

– CA Highway Patrol: Click-It Or Ticket - $10M cap for 3 years

– Bureau of Automotive Repair Health Driving Outreach - $4 million over 2 years.


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Tire Sustainability Needs– 74% of vehicles have at least one under-

inflated tire– 27% have a tire that is on average 6.8 psi low. – Less than half of those surveyed report

checking their tires regularly – at least once a month.

– Under inflated tires can reduce tire life by 15%

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California Integrated Waste Management Board 1 Consideration Of Scope Of Work For A Public Awareness...

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