California Integrated Waste Management Board E-waste and Tire Sustainability Campaign Final Reports

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California Integrated Waste Management Board
E-waste and Tire Sustainability Campaign Final
Reports
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eRecycle Campaign

• Campaign Goal
• Educate California residents about the purpose
  and benefits of eRecycling and how they can
  properly dispose of their e-waste.

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Activities Implemented

• PSA Placement
• Partnership Development
• Media Relations
• Advisory Group Development
• Collateral Material Development
• Research

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Campaign Success

• Established key partnerships with major retailers
• Attained 4.6 million in PSA airtime
• Garnered more than 90 media stories resulting in
  more than 8.3 million impressions
• Distributed 70,000 informational materials
• Recruited 30 stakeholders for advisory group
• Received three awards

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Campaign Success

• More than eight-out-of-ten residents believe
  recycling e-waste is very important
• Sixty-one percent recalled seeing or hearing
  information about eRecycling
• Eighty-five percent are aware that TVs/computers
  contain hazardous materials

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Partnership Development

• Partnerships established with Wal-Mart, Target,
  
• Costco, Best Buy, CompUSA and Albertsons

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PSA Placements

• TV and radio PSAs aired 90,817 times
• Value of air time is 4,620,742
• Top markets for radio TV (Year II)
• Los Angeles/Orange County
• San Francisco/San Jose
• Santa Barbara/San Luis Obispo
• Sacramento
• Fresno
• Bakersfield
• San Diego

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Media Relations

• Kick-off Events
• Earth Day Activities
• California Recycles Day Promotion
• Ongoing Media Outreach

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Measuring Results

• 400 sample size
• Margin of error at the 95 confidence level, /-
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• English only

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Measuring Results Awareness

• Figure 4 Perceived Importance of Recycling
  E-Waste
• Respondents Overall, 2008

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Measuring Results Awareness

• Figure 6 Proportion of Residents Aware that
  Televisions and Computer Monitors Contain
  Hazardous Material
• Respondents Overall, 2008 (n397)

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Measuring Results Awareness
Figure 7 Proportion of Residents Aware that
Throwing Electronics Away in Regular Trash is
Illegal Respondents Overall, 2008 (n397)
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Measuring Results Awareness

• Where residents go for information.
• 46 general internet search
• 14 government agency
• 11 retail store
• 11 phonebook
• 10 local waste management

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Measuring Results Awareness

• Figure 21 Proportion of Residents Who Recall
  Seeing or Hearing
• Advertising, Public Information or News Stories
  in the
• Last Two Years, Respondents Overall, 2008

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Measuring Results Awareness

• 23 recall seeing signage in retail stores
• 42 cited TV
• 42 cited the print media
• 11 cited radio
• 35 are familiar with the term eRecycling
• Findings may underestimate proportion of
  residents familiar as those 65 were slightly
  over-represented in survey

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Measuring Results Current Behavior

• Figure 11 How Residents Disposed of Old
  Television
• Among Respondents Who Purchased a New Television,
  2008

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Measuring Results Future Intentions
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Key Conclusions and Recommendations

• Conclusions
• Topic is viewed as important, but familiarity
  with term is not high
• People are still stock-piling
• Californians understand the importance of reuse
• Californians are aware of the 2009 switch to
  digital
• Recommendations
• Build out and promote the eRecycle.org site
• Utilize paid media, especially online
• Continue PSA outreach as supplement
• Expand outreach to other languages
• Use the switch to digital as means to educate
  the public

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Tire Sustainability Campaign

• Campaign Goal
• Educate Californians about properly maintaining
  their tires to be safe, save money and reduce
  fuel consumption.

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Activities Implemented

• Research
• Collateral Material Development
• Partnership Development
• Paid Advertising
• PSA Placement
• Media Relations

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Campaign Success

• Established 95 partnerships
• Distributed 123,400 informational materials
• Garnered 35 media stories providing 4,462,623
  impressions
• Secured 1,013,770 in added value
• Won 6 awards

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Campaign Success

• Increased awareness that inflating tires can
  extend tire life
• Increased awareness of fuel economy as a benefit
• Increased number of residents checking their tire
  inflation regularly

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Partnership Development

• Rubber Manufacturers Association
• Tire Safety Week 2007 2008
• Co-mailing to retailers in California
• AAA of Northern California
• Tire Safety Week 2007 2008
• Information dissemination via roadside assistance
  crew
• Bureau of Automotive Repair
• Spring/Summer newsletter to maintenance shops
• Mailing to database
• California New Car Dealers Association
• Created Car Care section on web site
• State Controllers Office
• 100,000 paycheck messages in April 2008
• Les Schwab
• Tire Safety Week advertising funding

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Additional Partners

• Partial List
• Firestone
• Pep Boys
• Goodguys Tire Shop
• Americas Tire Co.
• Costco Tire Center
• Sears Auto Center

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Added Value

• PSA Distribution (884,612)
• 222 stations aired spots
• Media Buy Leveraging Year II (49,750)
• RMA, Les Schwab and NBC at the Pump
• Media Buy/Partner Underwriting Year I (79,408)
• RMA, Les Schwab, Local Media Outlets

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Measuring Results AwarenessFigure 6 Awareness
of Practices That Extend Tire Life, Unprompted by
Language, 2008

• Check tire inflation
• 12 percent increase (Spanish-speaking)
• 23 percent increase (Cantonese-speaking)

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Measuring Results Perceived Benefitsand Risks

• Respondents were less concerned about the
  environment
• Respondents were more concerned about fuel
  economy
• Tire safety continues to rank as most important
• More than eight-out-of-ten Californians recognize
  discarded tires as posing a significant risk to
  the environment

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Measuring Results Changed BehaviorFigure 11
Check Tire Inflation as Often as Recommended
Respondents Overall and by Language, 2006 and
2008

• Significant increase in residents who check tire
  inflation.

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Measuring Results Changed Behavior
Table 4 Proportion of Respondents Who Check Tire
Inflation Regularly by Exposure to Materials
from Tire Retailer Respondents Overall, 2008
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Key Conclusions Recommendations

• Campaign delivered on original goal
• Partnerships played a vital role
• Funding for additional creative (TV, online,
  etc.) and paid outreach recommended
• Expansion of program desirable (statewide)