BOARD MEETING DATE: August 1, 2003
AGENDA NO. 10
Approve Task Orders for Previously Approved Contracts for Ethnic Community Outreach and Amend Existing Contract with Oralia Michel Marketing & Public Relations
SYNOPSIS:
At its March 16, 2001 meeting, the Board approved allocation of $1.5 million for enhanced education and outreach to African-American, Hispanic, and Asian-American communities in the South Coast. The Board subsequently authorized staff to execute initial level-of-effort contracts with consulting teams, under which a series of detailed task orders were approved by the Board in December 2001, April 2002, July 2002 and March 2003. This item sets forth the next set of task orders, deliverables, and timelines for the outreach campaigns. In addition, a "no-cost" extension of the contract with Oralia Michel Marketing & Public Relations is proposed.
COMMITTEE:
Administrative, July 18, 2003, Recommended for Approval
RECOMMENDED ACTION:
- Approve the attached task orders under existing contracts for ethnic community outreach and authorize staff to direct consultants to perform work.
- Authorize the Chairman to execute an amendment to the contract for Oralia Michel Marketing & Public Relations extending the term to June 30, 2004.
Barry R. Wallerstein, D.Env.
Executive Officer
Background
At its March 16, 2001 meeting, the Board approved allocation of $1.5 million from the AES Settlement Projects Fund for enhanced education and outreach to African-American, Hispanic and Asian communities. This action was in support of the Board’s ongoing commitment to Environmental Justice goals; informed public participation is essential for AQMD to assist communities with local air quality issues. In June 2001, an RFP was released to solicit proposals from individuals and organizations capable of providing ethnic community relations/outreach and information needs assessment. Four firms were selected and initial task orders were approved by the Board at its December 21, 2001 meeting. Over the past year, the Board has further authorized additional task orders to the contractors under their existing contracts.
Summary of Previous Task Orders
The following summarizes the accomplishments of the Community Outreach Assistance Program to date, including various outreach events; development of collateral material; the Clean Air Congress and a variety of other related activities.
Symposium on the Adverse Effects of Air Pollution - On August 15, 2002, AQMD held a one-day health symposium at USC, "Cleaning the Air That We Breathe," on the adverse effects of air pollution on inner-city children. The target audience was African-American educators, parents, health care providers, environmental advocates, community activists, business owners, child care providers and faith-based organization representatives. Approximately 250 people attended the information sessions, which included presentations from key government officials, environmental health experts and education leaders.
Breakfast Forums - Five breakfast meetings were held during March and April 2003 in Koreatown, Baldwin Park, Garden Grove, Riverside and Ontario. The attendance averaged 100 guests for each event. The forums were co-hosted by area chambers of commerce and other business organizations. The agenda included an overview of AQMD’s small business assistance programs, presentations by elected officials, and AQMD Board members and staff. Following the presentations, participants were encouraged to offer feedback and ask questions in an open forum. Many of the small business owners, community leaders and other participants signed up for the Clean Air Congress at these events.
AYSO/AQMD Soccer Mini Clean Air Fair – The Fair, which was co-sponsored by Sav-on/Albertsons, was held in October 2002 at East Los Angeles College. Five booths were set up at which staff provided respiratory health screenings, arts and crafts, general AQMD information and Clean Air Congress sign-up opportunities.
Asthma Screenings and Community Outreach Program (Korean Church Health Screenings) –An asthma screening program has been created and is being implemented at five Korean churches in the South Coast region. Churchgoers and families receive asthma screenings and referrals for respiratory conditions. Another objective is to increase awareness about air quality and public health issues, new low-pollution technology and environmental justice. In preparation for these events, a bilingual full-color newsletter was developed that highlighted the asthma screening program, air pollution prevention, tips on how to fight air pollution and other related information.
Cultural Events Calendar – The calendar will enhance the strategic planning of AQMD’s ethnic outreach and co-sponsorship activities and ensure AQMD participation in diverse, targeted community events. A draft calendar was completed in February 2003. It includes cultural and community events in the four-county AQMD area. The consulting team worked with staff to finalize the calendar in May 2003 and increase ethnic and regional diversity in the events listings. The calendar also lists the specific benefit for AQMD participation in each event and provides a nexus between key events and the AQMD’s advocacy agenda.
Clear Air Congress Recruitment - The Clean Air Congress is designed to lead to greater public awareness and participation in the development of public policy for clean air, increased effectiveness of the agency’s ongoing programs and enhanced interface with the general public, community leaders, business and policy leaders.
One aspect of the community outreach effort of the Clean Air Congress was to target African-American, Hispanic, and Asian-American residents in the AQMD region. Many significant organizations within each community were contacted. Presentations have been made to many organizations and the total recruitment as of July 2003 was in excess of 4,000 members.
Clean Air Congress Promotions - A 12-minute video entitled "Cleaning the Air That We Breathe" has been produced in English, Spanish, and Korean. It features recognizable news media personalities as well as notable medical professionals, academia and AQMD staff. The video provides insights into key air quality issues. It also explains and promotes membership in the AQMD’s Clean Air Congress. Collateral materials, such as brochures, membership forms and cards, fact sheets, award certificates and a twenty-four page color booklet were developed.
Air Pollution Newspaper Insert - Newspaper inserts (12-page tabloid) were developed to share important information with families who are essential partners to improving regional air quality. Thousands of households will receive relevant and timely information about air quality, smog and how it affects health, as well as how individuals and families can make a difference. The insert is planned for eight major daily newspapers—L.A. Daily News, San Gabriel Valley Tribune, Whittier Daily News, Pasadena Star News, Press Telegram of Long Beach, Inland Valley Daily Bulletin, Redlands Daily Facts and the San Bernardino Sun. A Spanish language version is being planned to distribute to publications such as La Opinion, Excelsior and La Prensa Hispana.
Spanish Language Web Page Assessment and Enhancements - Phase I of this project involved a multi-user group survey soliciting user feedback on AQMD’s webpage. The final report included a series of recommendations to improve the overall effectiveness of the AQMD website. It also identified web content that should be made available in Spanish and suggested new information that would be particularly useful to the Hispanic community.
The second phase of this project was approved by the Board on March 7, 2003. This phase will include establishing new style templates and design standards, evaluating and selecting a multilingual translation service and the development of a policies and procedures manual. Training and technical support will also be provided. This phase is expected to be completed by July 2003.
Clean Air Fairs - The Board approved a series of Clean Air Fairs to be held in the AQMD’s four county region. The purpose of the Clean Air Fairs is to educate the public about AQMD’s efforts to clean the air, to provide asthma screening and to enroll people for the Clean Air Congress. Numerous events are scheduled from May through December in partnership with a wide range of ethnic community and business organizations throughout Los Angeles, Orange, Riverside and San Bernardino counties.
Air Quality Legislative Summit - Planning is underway for a Summit to be held in the fall of 2003. The objectives of the Summit would be to inform legislators and other elected officials about legislation of importance to clean air goals and seek their support, highlight AQMD’s commitment to improving air quality in the region, and address environmental justice and health issues as they relate to air quality. The event will also address the need for maintaining and strengthening the federal Clean Air Act, as well as additional air quality legislation and funding mechanisms for continued research and development in the fields of low emission technologies.
In summary, the first phase of the Community Outreach Assistance Program utilized various approaches to execute a targeted outreach effort. Specially designed public service announcements, newspaper ads, mailings, faxes, brochures and fliers were instrumental in reaching the desired audience.
AQMD hosted and/or participated in events by offering asthma screenings, educational materials and information about upcoming meetings on air quality issues. A video highlighting the Clean Air Congress was developed and shown at a series of breakfast forums. Feedback on AQMD programs and outreach efforts was obtained via surveys, public input at meetings and special events.
The next series (FY 2003-04) of proposed task orders will build on these earlier accomplishments, incorporating the experience and knowledge gained from the programs, initiatives and activities to date in order to further enhance and broaden AQMD’s overall outreach efforts.
Proposed 2003-04 Task Orders
The following summarizes the proposed tasks for the next phase of community outreach efforts, broken down by contractor. A more detailed description is provided in Attachment A, broken down by task order.
Strategy Workshop, Inc.
Clean Air Congress Expos - Organize and stage three Clean Air Congress Expos (one each in Los Angeles County, Orange County and the Inland Empire). The expos would be designed to attract the general public, provide education and information on air pollution and the tools available to consumers and businesses to reduce air pollution. There will be a focus on exhibiting new and developing clean air technologies, including alternative fuel vehicles and "cars of the future," as well as clean air consumer and business products. The expos will be designed to encourage family attendance and attract coverage by the news media. This task order is divided into two phases. Phase one would be the development of detailed plans and budgets. Phase two would consist of coordinating and implementing the three expos, provided adequate additional funds are secured. If adequate funds cannot secured by AQMD staff, phase two will not go forward as planned.
High School "Clean Air" PSA Contest - Organize a pilot high school clean air media contest in schools with significant enrollments of Asian American students in the South Coast region. Students involved in video classes or clubs will be invited to create Public Service Announcements promoting the Clean Air Congress or other clean air messages. The PSAs may be in English and/or other languages and may be placed on local cable outlets, UHF channels, and exhibited at special venues. This task order is also divided into two phases. Phase one consists of a detailed plan and budget, including a timeline. Phase two would involve the organization, coordination and implementation of the contest.
Clean Air Congress Outreach - Recruit and enroll residents in the Clean Air Congress. Presentations will serve to educate people on the mission, programs and accomplishments of the AQMD. Involving and enrolling the public in the Clean Air Congress will lead to greater public awareness and participation in the development of public policy for clean air, increased effectiveness of the agency’s public outreach programs, and enhanced interface with the general public, community leaders, businesses and policy makers.
Lee Andrews Group/FAME Renaissance
2nd Annual Air Quality Legislative Summit - The Legislative Summit will provide a forum for air quality presentations, booths and informational displays, and a recognition event for collaborative legislators and outstanding Clean Air Congress members. As before, the Summit can be an attractive way to reach out to legislators, local elected officials, and their constituents to provide a clear message on what AQMD is doing to improve air quality in the region. The target audience will be Members of the State Assembly and Senate, U.S. Congress and Senate, legislative staff, local elected officials and other prominent elected officials and policy-makers. Legislative briefing materials would be provided to outline AQMD’s legislative objectives.
Asthma Screening and Faith-Based Community Outreach Program Expansion - Five Asthma Screening and Faith-Based Community Outreach events in partnership with key African-American and Hispanic churches will be held throughout Los Angeles, Orange, Riverside, and San Bernardino counties by December 2003. These events will help enable AQMD to expand upon its successful Asthma Screening and Community Outreach program to raise awareness and provide education about the health effects of air pollution, environmental justice, new technologies, and participation in clean air programs through the Clean Air Congress.
Interfaith Community Event - This event will be held in September 2003 and is intended to bring together members of different faiths to discuss health and air quality related issues.
Small Business Breakfast Forum Expansion - Five additional small business breakfast forums will be coordinated and implemented by December 2003 for small businesses that require permits (i.e., restaurants, dry cleaners, shoe repair, and auto body shops) which are located within AQMD’s jurisdiction. This will be an opportunity for the AQMD to expand upon its successful Small Business Breakfast Forum series. Each forum will include brief presentations by AQMD representatives, elected officials, and small business/community leaders.
Oralia Michel Marketing & Public Relations
Air Quality Publication Insert, Asian Adaptation - The Air Quality Publication Insert will be modified to conform to format, cultural, and language requirements of local Korean, Chinese, Japanese, and Vietnamese publications. Four complete inserts, featuring photos and illustrations will be developed and placed in the most significant publications for each language group by September 2003.
Multilingual Health Awareness PSA Radio Campaign - A series of print and radio public service health awareness announcements (PSAs) will be developed in English and Spanish. The PSAs will carry the messages:
- AQMD is cleaning the air that we breathe.
- AQMD is the link between good air quality and breathing healthful air.
- AQMD is the community’s clean air partner.
- Join the Clean Air Congress.
Multilingual Health Awareness PSA TV Campaign - A series of low cost television PSAs will be designed and prepared in English and Spanish. Partnerships with media outlets will be identified and secured to maximize air time and minimize costs.
Web Enhancement (Phase III ) - As proposed, this web enhancement would include the migration of the website’s main page and top level sub web pages to the new designs currently in development under Phase II of this project, resulting in improved navigation and easier access to AQMD’s web content. In addition, selected web content will be identified and translated into Spanish as part of this task.
Proposal
Staff recommends that the Board approve the attached series of task orders as part of its ongoing ethnic community outreach programs. These deliverables have been approved in concept in previous task orders and represent the final allocation of funds remaining in the consultants’ contracts. Staff also requests approval to modify the existing contract with Oralia Michel Marketing & Public Relations, extending the term from September 2003 to June 2004. This modification is necessary to ensure adequate time to complete the next phase of task orders.
Resource Impacts
Funding for these tasks has been appropriated from the AES Settlement Project Fund with allocation to the firms under contract pursuant to Board direction.
A – Proposed 2003-04 Community Outreach Task Orders
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