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Focusing Research and Leveraging Partnerships in Wood Smoke Education Efforts

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.

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Focusing Research and Leveraging Partnerships in Wood Smoke Education Efforts

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  1. Focusing Research and Leveraging Partnerships in Wood Smoke Education Efforts Amy Warren, Communications SpecialistPuget Sound Clean Air Agency Erika Schmidt, APRFRAUSE March 18, 2010 National Air Quality Conferences Raleigh, NC

  2. 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

  3. Washington state/Puget Sound region

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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 non-compliant wood burning behavior

  9. Questions? Contacts: • Amy Warren, Communication SpecialistPuget Sound Clean Air Agencywww.pscleanair.orgAmyW@pscleanair.org206.689.4092 • Erika Schmidt, APRFRAUSE – Communication that Workswww.frause.comeschmidt@frause.com206.352.6402

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