Focusing Research and Leveraging Partnerships in Wood Smoke

Focusing Research and Leveraging Partnerships in Wood Smoke Education Efforts Amy Warren, Communications Specialist Puget Sound Clean Air Agency Erika Schmidt, APR FRAUSE March 18, 2010 National Air Quality Conferences Raleigh, NC

Overview Wood smoke challenge in Washington state and Puget Sound region Understanding the value of research in campaign development Leveraging partnerships to broaden reach, enhance success A look at two educational campaigns – one local, one state

Washington state/Puget Sound region

Research is the Foundation Research is critical Laser focus on target audience Analytical information has benefits Goals vary per project – changeouts versus wood burning behavior Help with leveraging partnerships / community relations efforts

Leveraging Partnerships Partnerships improve communication Help gain different audience perspective Inform audience attitude from a different point-of-contact (retail vs. enforcement or education) Maximize resources Collaboration for future opportunities

Partnership example Clean Home Heating Campaign Primary focus: awareness, clean burning Secondary focus: replacements, partner offers Partners: two sister air agencies, regional Hearth trade association, hearth manufacturer, hearth/heating retailers, utilities Outreach: newspaper flyer (23 publications; over 513,000 impressions) PSCAA postal mailing: 2,000 PSCAA e-mailing: 8,000 Event: 25 clean burning clinics held on one day in 10 counties; Over 500 attendees; partner satisfaction www.pscleanair.org/downloads/CHHC Flyer Final.pdf www.pscleanair.org/downloads/CHHC Coupon.pdf www.pscleanair.org/BurnClean

Research and Implementation Washington Wood Smoke Education Campaign Scope has moved to behavior change Focus is impact / wood smoke reduction Data analysis has created questions Current status of research Next steps – state-wide quantitative research project

Evolution of Knowledge Industry information – shipments, consumer appliance trends New technologies Air quality emissions testing Changeout surveys / focus groups Various health surveys Now, focus on compliant versus noncompliant wood burning behavior

Questions? Contacts: Amy Warren, Communication Specialist Puget Sound Clean Air Agency www.pscleanair.org [email protected] 206.689.4092 Erika Schmidt, APR FRAUSE – Communication that Works www.frause.com [email protected] 206.352.6402