Effective Wood Smoke Communications Campaign
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Transcript of Effective Wood Smoke Communications Campaign
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Effective Wood Smoke Communications Campaign
How to Change Wood Burning Behaviors and Who to Target
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The Human Element
“…the proper function of wood burning appliances is in the hands of the user. The knowledge level and attitude of the
user will be reflected in the amount of smoke their wood heating activities produce. We know there are users who
take great pride in the fact that their neighbors are scarcely aware that they heat with wood because smoke
is almost never visible at their chimney top. We also know that [there are] people who don’t care ...”
John Gulland – The Woodpile
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Social Marketing Works
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Outreach Versus Social Marketing
• You-Centered• Dissemination is broad• 4Ps are not considered• Occasionally includes
research• Measurement is
minimal
• Them-Centered• Audience
Segmentation• 4Ps are considered• Research is key• Incentives• Testing and
measurement is critical
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Social Marketing Steps
• Conduct a situation analysis • Determine target audience• Set objectives and goals• Identify barriers, benefits and the
competition• Define message• Develop the strategic marketing mix
– what tools and incentives? • Implementation• Evaluation
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Washington Wood Smoke Campaign
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Main Campaign Elements
• Facilitated agreement on goal and objectives
• Statewide research• Messaging and creative
development• Focus group testing• Pilot project implementation• Pre- and post-pilot project survey • Report out and evaluation
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Target Audience Profile
• More male than female• Rural• 36 and older• $25,000 - $75,000• Caucasian • High school or degree• Children or no children• More likely to be concerned
about air quality (but not significantly)
• Although think air quality is good or excellent but more concerned than others with air quality
• Thinks wood smoke is insignificant cause of air quality issues and does not impact health
• Not aware of family members with health issues (or so they think)
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The Core Message is Dry Firewood
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Benefits
Seasoned Firewood
• More heat • Less work• Save money
Burn Bans
• For the health of the community
• Avoid a ticket
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Behaviors
Seasoned Firewood
• Stack wood that allows proper circulation
• Cover the woodpile to protect it
• Hold firewood for at least six months before burning
Burn Bans
• Check air quality status through air district website
• Do not burn if a burn ban is in place
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Barriers
Seasoned Firewood
• Think already doing it right
• Don’t want to and can’t wait six months
• The wood they purchased is already purchased
Burn Bans
• Don’t know when there is a burn ban
• Not sure how to check• Don’t believe burning
makes a difference
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Message Delivery
• Focus on heat and less work, versus health or air quality
• Find credible partners to share messages (fire officials or loggers)
• Storage for six months is probably the biggest gap
• Educating on health is barrier to acceptance
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Wood Smoke Reduction Starts with Dry Firewood
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Teach People How to Dry Firewood
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www.BurnDryFirewood.com
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What We’ve Learned?
• The right target audience• Non-health messaging works• Messages need to be very simple and
cost-effective• Incentives are necessary• Mix of workshops and events, plus
traditional marketing• Collaborate to build tools and systems• The right partners are key• Marketing works!
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Who We Are?
Lisa Woodard, Spokane Clean Air AgencyAmy Warren, Puget Sound Clean Air Agency
Dan Nelson, Olympic Clean Air AgencyLaura Curley, Northwest Clean Air Agency
Dave Caprile, Yakima Clean Air AgencyClaudia Vaupel, EPA Region 10
Tami Dahlgren and Miriam Duerr, Washington State Department of Ecology
Erika Schmidt, APR, Frause