PROPOSAL:

Amend Contract Regarding AQMD Participation in "Californians for Clean Air Progress" Campaign

SYNOPSIS:

In June, the Board authorized the AQMD to participate in the "Californians for Clean Air Progress" statewide communications campaign in an amount not to exceed $100,000 or an amount equal to the CARB’s contribution, whichever was the lesser amount. Subsequently, CARB found it necessary to reduce its funding commitment to $25,000. This action is to authorize the Acting Executive Officer to amend the contract to permit District participation in the amount of $100,000. This item was reviewed by the Administrative Committee on October 24, 1997.

COMMITTEE:

The Administrative Committee at its October 24 meeting took note of this request but did not have this Board letter before it and therefore made no recommendation.

RECOMMENDED ACTION:

Authorize the Acting Executive Officer to amend Contract No. 97142 with American Production Fund to commit $100,000 in District funds to the "Californians for Clean Air Progress" campaign, regardless of the amount of contributions by other parties.

Barry R. Wallerstein, D.Env.
Acting Executive Officer

Background

At its June 13, 1997 meeting, the Board approved a contract allowing District participation in a statewide public-private "Californians for Clean Air Progress" communications campaign. This campaign was inspired by the District’s "50 Years of Progress Toward Clean Air" activities and initiated by the California Air Resources Board (CARB). The statewide campaign, administered by the non-profit American Production Fund, was to be a $3.7 million effort funded mostly by the private sector. The District was asked to contribute $100,000 and be listed as a sponsor in ads and materials. Staff recommended District participation provided that "each $1 contribution by AQMD [is] matched by $30 from other sources." In approving staff’s recommendation, the Board approved an additional limitation that the District’s contribution not exceed CARB’s contribution. At the time, CARB was expected to make a commitment of about $80,000.

This investment provides the AQMD with a positive visibility that the District could not purchase on its own. The public education campaign will benefit this agency by furthering its air quality goals. Its major themes are that our state has made major strides in cleaning the air thanks to the contributions of the private and public sectors as well as individual residents -- and, more importantly, with continued commitment and hard work by all, public health standards for air quality will be achieved.

Recently, CARB found it necessary to reduce its commitment to this campaign to $25,000. In addition, total contributions fell short of the goal of $3.7 million despite substantial private sector commitments and now total $2.5 million. The campaign nonetheless is proceeding as planned, with radio ads going on the air statewide starting Oct. 29 and first full-page newspaper ads running every Monday for seven weeks starting Nov. 2 in the Los Angeles Times, San Francisco Chronicle and Sacramento Bee.

Resource Impacts

Upon Board approval in June, staff encumbered the full $100,000 from the 1996-97 Budget. Approval of this action will have no impact on the current approved 1997-98 Budget.

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