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South Coast AQMD

The South Coast Air Quality Management District is the air pollution control agency for all of Orange County and urban Los Angeles, Riverside and San Bernardino counties.
"Check Before You Burn" Awareness Campaign

Digital Out of Home

"JULIETTE" TV
"JULIETTE" RADIO
"ANDREW" WEBISODE
"ANTIONE & JOSEPH" WEBISODE
"KOHLE" WEBISODE
"ANDREW" PRE-ROLL
"ANTIONE & JOSEPH" PRE-ROLL
"KOHLE" PRE-ROLL
"MAYA" PRE-ROLL

Digital Out of Home


Challenges

  • Needed Southern California residents to comply with no-wood-burning days.
  • Had to promote awareness of, and sign-ups for, Air Alerts from the AQMD.
  • Had to educate residents about cleaner alternatives to wood burning.

Constraints

  • Required ad placements to switch from general awareness messaging to real-time, no-burn day alert messaging (within a 24-hour window). 
  • Winter season is the most highly saturated media market in Southern California. 

Solution

  • Created campaign featuring real-life child asthma sufferers whose breathing is grievously compromised by poor air quality. 
  • Deployed seasonal integrated efforts combining paid, social and earned media, with pre/post Vizu awareness study.
  • Tactics included spot TV and radio, digital OOH, paid search and display, digital pre-roll, webisodes, Facebook, and PR outreach for local media interviews with featured child across TV, radio and print.

Results

  • Delivered a total of 62,630,499 paid media impressions. 
  • Earned media coverage on FOX, KTLA, KPCC, KTIE-AM, IE Weekly (print & online), and leveraged weather anchors on FOX, KNBC and KCAL to report no-burn alerts and educate public on connection between wood burning and air quality.
  • Exceeded industry average CTR of .07-0.10% in both Paid Search and Display.
  • Drove 27,000+ users directly to AirAlerts.org.
  • Achieved highest number of e-mail sign-ups for Air Alerts during year-one campaign, adding 1,923 new subscribers (70% year-to-year increase). 
  • Vizu survey showed 68% of respondents exposed to campaign rated the SCAQMD very high in helping them breathe easier, compared to unexposed respondents.