BOARD MEETING DATE: May 7, 2004 AGENDA NO. 13

At its March 16, 2001 meeting, the AQMD Governing Board appropriated $1.5 million for the development of enhanced education and outreach programs to African-American, Hispanic and Asian communities in the four-county AQMD jurisdiction. The Board initially awarded contracts to four firms: Strategy Workshop and Imada Wong (Asian communities outreach) for $500,000 combined; Oralia Michel Marketing & Public Relations (Hispanic community outreach) for $500,000; and RCA Associates (African-American communities outreach) for $500,000.

Since that time, the Board has agreed to terminate the contractual agreements with RCA Associates and Imada Wong due to unforeseen circumstances as explained in the attachment, and awarded the contract for African-American communities outreach to FAME Renaissance and Lee Andrews Group as co-principals. The Board approved various task orders to the principal contractors on December 21, 2001, April 19, 2002, July 12, 2002, March 7, 2003, and on August 1, 2003.

This board letter summarizes the progress made for each task order for the ethnic outreach contracts, including allocated funding levels. The information is organized by consultant and the order in which the tasks were approved. Additional information on each task is presented in the attachment.

Contractor	Budget
RCA	$50,000
Imada Wong	$20,000
Lee Andrews/FAME	$450,000
Oralia Michel	$500,000
Strategy Workshop	$480,000

Total Encumbered	$1,500,000

RCA Associates
This contractor organized a health symposium as part of their task order. Held in August 2002 at the University of Southern California Davidson Center, the Symposium on the Adverse Effects of Air Pollution was attended by 250 people and provided information to communities and participants on AQMD programs and the health effects of air pollution. Staff also appeared on the Steve Harvey Morning Show (radio) on KKBT 100.3 on August 14, 2002 to promote this event and educate the public.

Imada Wong
In early 2002, Imada Wong opened discussions with Vons to partner with AQMD in a variety of advertising and outreach efforts prior to the termination of this contract. This activity was discontinued due to the premature termination of this consultant’s contract.

Lee Andrews Group/FAME Renaissance
Phase I (2002-2003)
In February 2003, the Lee Andrews Group developed a Cultural Calendar of Events that identified key cultural events throughout the Basin, through which AQMD could provide outreach to the various communities. Also in 2003, a total of five small business breakfasts were conducted throughout the Basin. Averaging 100 persons per event, these events provided information on AQMD’s Small Business Assistance programs and involved active participation of Governing Board Members and AQMD executive staff. In November 2003, the consultants assisted staff in holding a legislative briefing with key staff members of state legislative representatives to provide an overview of AQMD programs and legislative efforts. Finally, the consultants displayed the "Cleaning the Air that We Breathe" video at events, meetings and workshops to educate audiences on AQMD programs and accomplishments, and to promote the Clean Air Congress.

Phase II (2003-2004)
In February 2004, the consultants coordinated the Interfaith Summit on Air Quality, which was attended by civic leaders, educators and faith-based leadership to discuss air quality issues in a faith-based context. Two asthma screenings were held in Los Angeles and Irvine in late 2003 and early 2004. An additional two events are scheduled for spring 2004 in Moreno Valley and Redlands. Five small breakfast forums have been scheduled for late spring in Irvine, Los Angeles, Pasadena, Riverside and San Bernardino. Finally, a Legislative Summit is scheduled to be held in summer of 2004. This event will involve members of the State Assembly and Senate, legislative staff, Board members and other policymakers.

Oralia Michel Marketing & Public Relations (OMMPR)
Phase I (2001-2003)
OMMPR produced a Spanish and English version of a 60-second and a 30-second PSA, promoting the Clean Air Congress and developed a 12-page full color newspaper insert outlining AQMD and its programs. The insert was marketed in ten English and Spanish newspapers during fall 2003. The videos won the prestigious Prism "Award of Excellence" and have been aired over 700 times on local television channels. Also in 2003, OMMPR coordinated the AQMD sponsored "Kicks for Kids" at five Los Angeles Galaxy home games, donating home game tickets to youth organizations, and also hosted the "A Su Salud" Mini Clean Air Fair. Finally, OMMPR conducted an extensive outreach campaign to recruit and enroll residents in the Clean Air Congress. In addition, the Clean Air Congress PSA was successfully placed with a series of English and Spanish media outlets. In 2003, OMMPR conducted an assessment of AQMD’s web site and subsequently developed the new "look and feel" of the agency’s new web site.

Phase II (2003-2004)
By summer 2004, the consultant will develop and market a series of multilingual radio and television public service announcements (PSAs) about relevant air quality issues and complete the final phase of the Web Site Enhancements to the AQMD website, which includes the translation of key web content into Spanish. The PSAs will promote the Board’s legislative initiatives regarding clean air issues.

Strategy Workshop
Phase I (2001-2002)
Strategy Workshop developed the framework and collaterals for the Clean Air Congress Program, including a 12-minute video (English, Spanish, and Korean), brochures, membership forms, certificates and a twenty-four page color booklet. The consultant made over 30 presentations to organizations in order to recruit and enroll residents in the Clean Air Congress. In addition, Strategy Workshop implemented an Asthma Screening and Community Outreach program at five Korean churches, and helped to coordinate a series of small business breakfast meetings that were held during March and April 2003.

Phase II (2003-2004)
Three Clean Air Congress Expos are scheduled for 2004 which will be designed to attract the general public and provide information on air pollution and available clean air technologies. Strategy Workshop will continue its recruiting efforts to enroll residents in the Clean Air Congress. Finally, Strategy Workshop will coordinate the High School "Clean Air" PSA contest. This contest will focus on student-produced PSAs promoting the Clean Air Congress or other clean air messages. The contest will be completed by June 2004.

Work done to date as part of these contracts has fostered new relationships between AQMD and various communities that it serves. In addition, new partnerships with local communities and business groups are being formed through these efforts.

At the administrative committee meeting in April, an additional task order under a new contract was proposed to assist Boards of Education with school site selection in the AQMD jurisdiction. After much discussion, staff was instructed to consult with an advisory group to seek further guidance on the scope of the task order and process. Staff has initiated such discussions and believes that a RFP with an expanded scope of tasks is preferable. Therefore, staff proposes to return to the Board in June with a proposal for release of a RFP to accomplish this task.

In addition, as recommended by the Administrative Committee of the Board, staff will return in future with a proposal for a baseline survey that will give an indication of community perception and involvement with AQMD and clean air issues.

Report on Community Outreach Program Assistance (This compendium of collaterals has been sent to Board Members only, and is available to the public upon request.)

The following statement is not a part of the above official Board Letter: The report is provided electronically, but some portions of it (video and other materials) are not included in this electronic version.