BOARD MEETING DATE: November 5, 2010
AGENDA NO. 3
PROPOSAL:
Advertising and Public Outreach Initiative to Chinese-American Communities to Increase Awareness of the Impacts of Air Pollution
SYNOPSIS:
Staff has developed a proposal for an advertising and public outreach program focused on Chinese-American communities in the South Coast Air Basin. The goals of the program include raising awareness of the health impacts of poor air quality; demonstrating how AQMD is protecting public health by improving air quality; and urging residents to be more involved in efforts to improve air quality. The 26-week initiative will include paid advertising in print, TV, radio and online media at a cost not to exceed $400,000.
COMMITTEE:
Administrative, October 8, 2010, Recommended for Approval
RECOMMENDED ACTIONS:
Appropriate $400,000 from the Undesignated Fund Balance to Executive Office,
FY 2010-11, Services and Supplies Major Object, Professional and Special Services Account for the Chinese-American advertising initiative.Authorize the Executive Officer to execute contracts with Chinese-American media outlets for advertising initiative.
Barry R. Wallerstein, D.Env.
Executive Officer
Background
AQMD and its partner air quality agencies have made significant strides in recent years in reducing urban smog, fine particulates and toxic air contaminants through regulations and programs, but pollution levels still are unacceptably high. As we continue to push forward to meet clean air goals, public involvement still remains key to the overall effort. Focused outreach to the various communities throughout the Southland, especially ethnic minorities, can help increase understanding of the air pollution problem, and encourage individual actions to get involved in the clean air goal.
AQMD currently is engaged in a 52-week advertising initiative in African-American newspapers. As a next step in increasing awareness of air quality challenges among ethnic minority communities in the Southland, AQMD staff propose a 26-week advertising and public outreach initiative targeting Chinese-American residents. The goal of this public outreach initiative is to:
Increase awareness among Chinese-American communities of the many ways in which air quality impacts public health.
Providing information about AQMD programs to reduce air pollution and protect residents’ health.
Demonstrate AQMD’s forward-thinking in the development of technologies that create new “green” jobs.
Promote individual decisions and community involvement that help reduce urban air pollution and climate change.
Proposal
A 26-week advertising and public outreach initiative will target the Chinese-American audience in Southern California via TV, radio, and print/online media. AQMD’s Media Office will work closely with Nakatomi & Associates, one of its subcontractors specializing in Asian/Pacific Islander public relations, to plan, coordinate and execute the initiative.
The budget of $400,000 to be allocated as follows:
$350,000 will be split 50% for TV, 30% for print/online, and 20% for radio. This split is based on surveys of Chinese-American media consumption patterns, as well as staff/contractor recommendations.
$50,000 will be allocated for special supplements and promotions, including newspaper inserts on air quality.
Print/Online advertising will include:
Quarter-page color ads for 26 weeks in Chinese-language newspapers, and one English-language paper that reaches the Chinese residential population
Special supplement(s) on air quality
TV advertising will include:
30-second commercials five times a week during the prime-time hours for 26 weeks on Chinese-language television station
Special TV Promotions/Sponsorship such as America’s Chinese New Year Celebration
Radio advertising will include:
A combination of 30- and 60-second commercials every day for 26 weeks on Chinese-language radio stations.
Ad Content
AQMD staff has already developed some proposed content for TV and print ads targeting the Chinese-American market. In addition, some of the newspaper ads developed for the African-American advertising initiative may have messages appropriate for a Chinese-American audience. Staff will build on these ads and concepts to develop all content for the 26-week advertising initiative.
Message Testing
The Media Office and its subcontractor will conduct focus groups or messaging roundtables to test messages and determine which resonate best with the target audience of Chinese Americans. Staff recommends working with a community-based organization, such as Chinatown Service Center, to complete this process in a timely and cost-effective manner. Nakatomi & Associates will develop the discussion guide, manage the process and draft the focus group report and recommendations.
Ad Production
Print/Online Production
AQMD has already translated 12 English-language print ads into Chinese. Staff will select which of the 12 ads are most suitable, test the messages with the target audience, and tailor and produce them for print ad placements.
TV Production
The Media Office and its subcontractor will negotiate with a Chinese TV station for a promotion package that includes TV ad production. AQMD will provide storyboards, scripts and graphics and the TV station will provide Mandarin and/or Cantonese talent and all production. In addition, AQMD will seek to negotiate with the station to waive customary licensing fees when spots are shared with other TV outlets since these spots are PSAs and their message is educational.
Radio Production
Staff will negotiate with a radio station to provide all production, as well as Cantonese/Mandarin voice talent as part of a promotional package.
Assessing AQMD Language Capacity
Before the initiative is launched, staff will assess AQMD’s Chinese-language public information capacity to ensure that consumer inquiries and requests can be fulfilled in an efficient, culturally and linguistically efficient manner. Any necessary upgrades to AQMD’s website and/or Chinese-language public information capacity will be completed prior to initiative launch.
Sponsorship Recommendation
Following preliminary discussions, Chinese-American media outlets are offering added value, discounts and special rates given the environmental and educational focus and AQMD’s mission. To benefit from this added value, $30,000 of the budget will be used for sponsorship and partnership with key outlets for a possible environmental supplement, Chinese New Year events, festivals and other promotional events.
Timeline
Concluding ad negotiations, developing and testing messages and producing ads will take a minimum of 30 days, with a 60-day lead time preferable to ensure that our messages have a maximum impact on Chinese-American communities. In addition, ad costs are higher in December due to the holidays and limited inventory. Staff recommends the following timeline:
November 2010: Ad content development, testing and refining; final negotiations with media outlets; ad production; and assessment and upgrades if necessary to AQMD’s Chinese-language public information capacity.
December 2010: Initiative “soft” launch
January 2010: Initiative full-scale launch
May 2011: Initiative highlights National Clean Air Month and National Asthma Month
June 2011: Initiative concludes
Resource Impacts
Sufficient funding is available in the Undesignated Reserves account for this program.