PROPOSAL:

Execute Contract to Participate in Statewide Public-Private "Californians for Clean Air Progress" Communications Campaign

SYNOPSIS:

CARB has initiated a statewide communications campaign under a public-private consortium called "Californians for Clean Air Progress" administered by the non-profit American Production Fund. AQMD has been asked to contribute up to $100,000 toward the $3.7 million campaign, with each $1 contribution by AQMD matched by $30 from other sources. In return, AQMD will be identified as a sponsor in campaign ads and materials.

COMMITTEE:

Administrative, May 23, 1997, Recommended for Approval but stipulated that the AQMD’s maximum contribution should not exceed that of CARB.

RECOMMENDED ACTION:

Authorize the Chairman to execute a contract with the American Production Fund for an amount up to $100,000, or an amount equal to CARB’s contribution, whichever is the lesser amount, from FY 1996-97 Budget.

James M Lents, Ph.D.
Executive Officer

Background

In conjunction with the AQMD’s initiative to commemorate "50 Years of Progress Toward Clean Air," CARB has initiated a statewide communications campaign under a public-private consortium called "Californians for Clean Air Progress." The non-profit American Production Fund will administer the program and has contracted with K2 Communications, Partnership Marketing, and Marty Wilson and Associates to implement the campaign.

The objectives of the communications campaign are to:

• Remind the public of our remarkable progress toward clean air and that continued commitment will ensure attainment of ambient air quality health standards;

• Create an awareness that much of this progress is the result of an effective public-private dynamic; and

• Heighten public awareness of what individuals can do to improve air quality today and in the future.

Californians for Clean Air Progress is being formed as a broad-based public-private consortium to deliver this message through a fact-based campaign, including paid advertising and public relations.

Under an umbrella headline, "Success is in the Air," the campaign will be launched this Fall based on facts developed in a study of air quality in the South Coast Basin and entire state by the California Institute of Technology with funding from CARB. Print media and radio will be used to highlight a variety of advancements that have helped clean the air. Each will note that, despite our progress, the job is not done and industry and individuals must continue to work toward further improvements. Advertising copy will be reviewed by both AQMD and CARB representatives for content accuracy.

The campaign will target adults aged 25 to 54 in six California markets: Los Angeles, San Francisco, San Jose, San Diego, Sacramento and Fresno. However, nearly half of the 327 million impressions expected from the print and radio campaign, 152 million, will occur in the Los Angeles area media market.

A budget of $3.7 million has been proposed for the campaign, with the bulk of the contributions coming from the private sector. Commitments to date include $150,000 from Southern California Edison and $1 million from ARCO. Seven auto manufacturers are reviewing proposals, and other appropriate private sector partners have been invited to participate. The public sector also is providing seed money for the campaign. CARB has committed up to $50,000 and also will fund the CalTech study, presently estimated to cost $30,000. Other local air boards have expressed interest in the campaign.

Proposal

The AQMD has been asked to contribute up to $100,000 toward this campaign on a matching basis; that is, the AQMD would contribute $1 for each $30 raised from other sponsors. Based on commitments received thus far, the AQMD would be obligated to a minimum of $40,000 upon Board approval, with its maximum commitment limited to $100,000. In return, the AQMD will receive sponsor identification in a $3.7 million campaign and will have the right to review advertising copy for content accuracy.

The AQMD’s work in promoting a healthful environment for the region will be the subject of a radio commercial which will run multiple times throughout Southern California. AQMD will be specifically identified in the body copy of print ads and news releases in our region. In addition, AQMD will get additional air time through public service announcements negotiated with radio stations as part of the media buy. PSAs in our region will focus on what individuals can do to clean the air and refer them to the AQMD’s toll free number -- 1-800-CUT-SMOG -- for additional information.

Finally, the campaign will supplement and reinforce messages contained in the AQMD’s "50 Years of Progress Toward Clean Air" campaign which includes traveling exhibits, brochures and a video for use at speaking events.

The Administrative Committee at its May 23 meeting approved the recommended action but stipulated that AQMD’s financial support of this CARB-initiated campaign should not exceed CARB’s own financial contribution. CARB’s financial commitment is $50,000 plus funding of the university study, presently estimated to be $30,000, for a total of $80,000. Thus, if the Board approves this recommended action, the AQMD’s maximum obligation would be no more than $100,000 or an amount matching CARB’s financial contribution, whichever is the lesser amount.

Sole-Source Justification

Section II, Step 3, (C) of the Consultant Selection Policy and Procedure identifies four provisions under which a sole-source award may be justified: (1) cost to prepare documents exceeds cost for consultant, (2) delay would result in the endangerment of public health, (3) services are available only from sole source, and (4) other circumstances exist identifying the sole source as in the best interests of AQMD. This request for sole-source award is made under provisions (3) and (4). This sole-source award presents the AQMD with the opportunity to leverage its advertising outreach funds by a ratio of 30:1 and to obtain services and visibility through this partnership that it could not obtain through its resources alone.

Resource Impacts

The AQMD’s financial contribution to this project is a maximum of $100,000 or an amount equal to CARB’s financial contribution, whichever is the lesser amount. Sufficient funds exist in the FY 1996-97 Budget to cover this cost.

/ / /