erecycle campaign

Ogilvy Public Relations Worldwide

California Integrated Waste Management Board

E-waste and Tire Sustainability Campaign

Final Reports


eRecycle Campaign

Campaign Goal:

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


Activities Implemented

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


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


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


Partnership Development

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


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


Media Relations

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


Measuring Results

• 400 sample size• Margin of error at the 95% confidence level, +/- 5%• English only


Measuring Results: Awareness

Figure 4: Perceived Importance of Recycling E-Waste

Respondents Overall, 2008

2%

15%

84%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Not at all important Somewhat important Very important

2008 (n=384)



Figure 6: Proportion of Residents Aware that Televisions and Computer Monitors Contain Hazardous Material

Respondents Overall, 2008 (n=397)

85%

15%

Yes No



35%

65%

Yes No

Figure 7: Proportion of Residents Aware that Throwing Electronics Away in Regular Trash is Illegal

Respondents Overall, 2008 (n=397)



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



Figure 21: Proportion of Residents Who Recall Seeing or Hearing

Advertising, Public Information or News Stories in the

Last Two Years, Respondents Overall, 2008

39%

61%

0%

10%

20%

30%

40%

50%

60%

70%

Yes No

2008 (n=389)



• 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


Measuring Results: Current Behavior

Figure 11: How Residents Disposed of Old Television

Among Respondents Who Purchased a New Television, 2008

5%

2%

1%

1%

6%

7%

19%

22%

37%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Other

Didn’t Have One

Threw Away with Trash

Sold It

Storing in House/Garage

Donated to Charity

Gave to Family/Friends

Disposed of Properly

Still Using It

2008 (n=170)


Measuring Results: Future Intentions

Unwanted TVs Unwanted Computers

Recycling Center 36% 32%

Donate to Charity 9% 16%

Family/Friends 7% 10%

Hazardous Waste Pick-up

6% 4%

Throw Away 4% 3%


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


Tire Sustainability Campaign

Campaign Goal

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


Activities Implemented

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


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


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


Partnership Development

• Rubber Manufacturer’s 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 Controller’s Office• 100,000 paycheck messages in April 2008

• Les Schwab• Tire Safety Week advertising funding


Additional Partners

Partial List…• Firestone• Pep Boys• Goodguy’s Tire Shop• America’s Tire Co.• Costco Tire Center• Sears Auto Center


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


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)

2%

8%

6%

6%

4%

4%

3%

6%

1%

68%

92%

8%

1%

38%

84%

35%

4%

17%

77%

55%

17%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Other

Don't drive on roughstreets/potholes

Be easy on brakes

Maintain alignment

Do not speed

Rotate and balance tires

Check tire inflation

Chinese (n=155) Spanish (n=139) English (n=180)


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


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.

52% 53%

80%

45%

56%

75%

46% 52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

2006 2008

Overall (2006 n=562; 2008 n=585) English (2006 n=190; 2008 n=195)

Spanish (2006 n=186; 2008 n=190) Cantonese (2006 n=171; 2008 n=196)


Behavior Received Information from

Retailer

Yes No

Check Tire Inflation at Least Once a Month 62% 53%

Measuring Results: Changed Behavior

Table 4: Proportion of Respondents Who Check Tire Inflation Regularly by Exposure to Materials from Tire Retailer Respondents Overall, 2008


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)

erecycle campaign

Documents