Audio/Visual Tools of Public Relations; Category C-5; Video--Public Service/One Minute or Less
"TAPP: Think About Personal Pollution" PSA Entry
RB Oppenheim Associates, City of Tallahassee and Gary Yordon
Research/Situation Analysis:
The Florida Department of Environmental Protection reports that more
than half of the pollution that enters Florida's surface waters and
more than 75 percent of the pollutions in Florida's lakes are
attributable to nonpoint source (NPS) runoff--water pollution that
cannot be traced to a specific point of origin. NPS pollution is
generated primarily through human activity. Potential sources include
pet waste, fertilizers and pesticides, failing septic systems, urban
stormwater runoff, construction and trash. During a rainstorm, water
that is not absorbed into the soil washes across the land surface,
accumulating natural or man-made pollutants and conveying them to
surface water or groundwater. In recent years, pollution to local
waterways has become an increasing problem for Leon County and the
surrounding area. Waterways throughout the jurisdiction of the City of
Tallahassee (COT) are now under federal mandate to meet water quality
standards. In an effort to raise awareness of NPS pollution, COT's
Stormwater Management Division partnered with video producer Gary
Yordon and RB Oppenheim Associates (RBOA), respectively, to produce and
place three TV Public Service Announcements (PSA) that had been
specifically designed for the "TAPP: Think About Personal Pollution"
campaign following formal research. The creative team used the results
of two focus groups (held October 2008) to determine artistic direction
and innovative messaging for the production of two new PSAs that would
be compatible with the existing ad. The media campaign ran for four
months, March--June 2009, and specifically targeted residents of
Tallahassee.
Objectives: To conduct a TV PSA
campaign that would: (1) increase awareness of the TAPP program and
slogan by 20 percent among COT residents; (2) increase the picking-up
of pet waste by 5 percent by creating awareness among COT residents of
the dangerous amounts of bacteria found in pet waste; (3) increase the
number of city residents using non-phosphorus fertilizer on their yards
by 5 percent; (4) influence 30 percent of area residents to make
changes in their daily lives to prevent NPS pollution and protect our
groundwater; and (5) receive a three-to-one ratio of paid-to-free spots
on local TV media outlets throughout the four-month campaign. Results
for objectives 1--4 would be determined by a survey of Tallahassee
residents, with objective 5 evaluated by media affidavits.
Implementation:
Utilizing the findings from the October 2008 focus groups, the TAPP
creative team identified key elements and messaging needed for the PSAs
to effectively influence area residents to change their behavior to
prevent NPS pollution. From their research, the creative team produced
two new visually appealing TV PSAs to engage viewers and drive them to
the campaign website--www.tappwater.org--for more information. The
first spot, "Things Like Poop," featured a touchy subject but, through
humor and suggestive images, it engaged audiences and educated them on
the negative environmental effects of pet waste. The second PSA,
"Duckman," featured a man in a duck costume discussing how behaviors,
including the use of phosphorus fertilizers, affect Tallahassee's water
quality. This PSA was taped in recognizable locations around
Tallahassee, evoking the emotion in viewers that they have a personal
responsibility to protect local water. One previously written and
produced PSA, "Little Yellow Duck," visually illustrated the concept of
stormwater runoff and the negative effects for the Tallahassee
community. The spots were conceived by Gary Yordon and produced by
Evolution Media. RBOA developed a media plan that ran from March--June 2009, reaching viewers in Tallahassee, Leon County and beyond.
The television stations airing the PSAs included five broadcast and 17
cable networks which were chosen based on ratings, reach, demographics
and coverage areas.
Evaluation: Based on the telephone
survey of 669 area residents that was conducted at the end of the
campaign: (1) nearly 67 percent of respondents were aware of the TAPP
slogan, an increase of nearly 28 percent from the 2007 survey,
surpassing our goal of 20 percent. Respondents were also able to recall
all three PSAs, "Things Like Poop," "Little Yellow Duck" and "Duckman"
at very high rates of nearly 61, 55 and 44 percents, respectively. (2)
The "Things Like Poop" PSA generated the largest influence, garnering a
27 percent increase of residents picking up their pets' waste,
surpassing our goal of 5 percent. (3) When asked about the use of
fertilizer, more than 18 percent of respondents indicated their change
to non-phosphorus fertilizer, surpassing our goal of 5 percent. (4)
Additionally, the PSAs influenced almost 40 percent of respondents to
change their daily habits regarding personal pollution, exceeding our
goal of 30 percent. (5) Finally, RBOA delivered a TV media plan with a
budget of $136,933 that included 10,181 bonus spots valued at $136,458,
for a 99.6 percent match--almost three times the objective (i.e., a
paid-to-free ratio of 1:1 rather than the required 3:1). The PSAs
(which also ran at no charge on COT's TV station June-November 2009 and
on its YouTube channel) were hugely successful, garnered extensive
media coverage and community "buzz," changed behavior and earned the
production team an Emmy and an Addy!
Budget: For the
four-month campaign, a budget totaling $160,683 was spent with an
additional $156,648 donated in kind--more than a 97 percent match! All
production costs, including research, conceptualization and creation
for the two new TV spots totaled $23,750. The TV media budget was
$136,933, with an additional $136,458 in donated airtime. RBOA's PR
and media-buying services--more than 160 hours of professional time--valued at $20,190, were provided in-kind.