The San Joaquin Valley Air Pollution Control District is a public health agency whose mission is to improve the health and quality of life for all Valley residents through efficient, effective and entrepreneurial air quality management strategies. This Air District is responsible for an eight-county area in the Central Valley of California, with severe air quality issues due to the 250-mile long, bowl-shaped basin that is surrounded by mountain ranges and weather conditions conducive to the retention of air pollutants. With air quality in the Valley steadily improving over the past fifteen years, the Air Districts outreach efforts play an important role in educating the public on ways to reduce emissions.
Because summer months in the Valley yield stifling hot temperatures and many unhealthy air days, the Healthy Air Living campaign jumps into full effect. This marketing and outreach encourages the general public, businesses, and schools to make long-lasting changes that have a positive effect on our air. The messaging offers ideas for people to adopt, like driving an electric car, carpooling or trip-linking, and using electric lawnmowers, for example.
In addition to the messaging, we created a promotional website that allowed visitors to get involved, commit to specific changes, take a pledge, and share their certificate through social media—stating, “I’ve made a pledge to be part of the solution to better air quality.” In doing so, all pledge participants were entered into a contest to win electric yard equipment.
Effectively reached an eight-county area, stretching throughout three media markets and targeting English, Spanish, and Hmong audiences. Over the course of three months, the campaign garnered over 51M impressions and exceeded the goals set for this campaign.
Even more so, 2016 concluded as the cleanest year on record to date for PM2.5, and for the first time, accounted for no violations in the daily PM2.5 standards.
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