Change Process: Public Awareness
A simple, focused message that promotes change is fundamental to an effective public awareness campaign.
Use public awareness to unite the community against litter, to increase recycling, or promote community cleanup. Don’t think litter is a problem? Get the facts
Savannah, GA, spent $300,000 on a multimedia ad campaign to lessen litter. The Texas Department of Transportation’s 2002 campaign to fight litter totaled $1 million for television, radio and outdoor billboard advertising.
Outlays for public awareness are dwarfed by the cost of litter cleanup. In Louisiana, state and local governments spent an estimated $15 million a year to clean up beer cans, cigarette butts and other litter. In 2001, Illinois spent more than $12 million picking up litter.
More and more cities are finding public awareness campaigns a valuable tool to change behavior and cut the high cost of litter.
COMMUNITY BENEFITS
A public awareness campaign:
- Draws attention to an issue
- Improves enforcement of solid waste and litter ordinances
- Rallies the community to change behavior
TAKING ACTION
To design a public awareness campaign:
1. Get the facts. The best campaigns target specific problems and challenge behavior. Scott County, IA surveyed residents’ attitudes before planning their campaign.
2. Partner up. Work with a public relations firm, local media, and the city.
3. Tie in a local or national public figure. In California , Tony Hawk stumps to help fight litter.
4. Develop a simple, focused message that enlists the community. Show residents they can do something to help.
5. Capitalize on national events, such as Keep America Beautiful’s Great American Cleanup™.
6. Kids count. Don’t forget outreach to youth.
7. Track results. Progress generates support.
Use public awareness to unite the community against litter, to increase recycling, or promote community cleanup. Don’t think litter is a problem? Get the facts
Savannah, GA, spent $300,000 on a multimedia ad campaign to lessen litter. The Texas Department of Transportation’s 2002 campaign to fight litter totaled $1 million for television, radio and outdoor billboard advertising.
Outlays for public awareness are dwarfed by the cost of litter cleanup. In Louisiana, state and local governments spent an estimated $15 million a year to clean up beer cans, cigarette butts and other litter. In 2001, Illinois spent more than $12 million picking up litter.
More and more cities are finding public awareness campaigns a valuable tool to change behavior and cut the high cost of litter.
COMMUNITY BENEFITS
A public awareness campaign:
- Draws attention to an issue
- Improves enforcement of solid waste and litter ordinances
- Rallies the community to change behavior
TAKING ACTION
To design a public awareness campaign:
1. Get the facts. The best campaigns target specific problems and challenge behavior. Scott County, IA surveyed residents’ attitudes before planning their campaign.
2. Partner up. Work with a public relations firm, local media, and the city.
3. Tie in a local or national public figure. In California , Tony Hawk stumps to help fight litter.
4. Develop a simple, focused message that enlists the community. Show residents they can do something to help.
5. Capitalize on national events, such as Keep America Beautiful’s Great American Cleanup™.
6. Kids count. Don’t forget outreach to youth.
7. Track results. Progress generates support.
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