San Joaquin Valley - PDF by keara

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									                  San Joaquin Valley
           IAIR POLLUTION CONTROL DISTRICT
 60VERNIN6 BOARD

Chris Vwrrr. Chair                 DATE:         November 5,2009
 Cmdlmambnr, City of Ceras

Tony E d . Vim #P                  TO:           SJVUAPCD Governing Board
Supenirw, Kinp County
                                   FROM:         Seyed Sadredin, Executive ~ i r e c t o r l x ~ ~ ~
                                                  Project Coordinator: Jaime Holt
Jodii 6. Care                      RE:           HEALTHY AIR LIVING: AWARD PRIZES FOR THE
Supenrim, F r A o Corny
                                                 WINNERS OF VARIOUS SUMMER CONTESTS AND
Rona Dominiti                                    REVIEW OUTREACH STRATEGY FOR THE WINTER
w i o r , Maden County
                                                 SEASON
Hemq Jry FORI~, Ph.D.
Appointed by Governor

Jesus J. 6ulhl                     RECOMMENDATIONS:
CoundlmW, City of Yisalia

Ann Johnston                       1. Award 2009 Healthy Air Living Video Contest winners (Attachment
Mayor, City of Stockton
                                      A)-
k n d y Miller
Councilmernber, City of Ti41       2. Award 2009 Commute Green in the San Joaquin Kid's Edition
                                      winners (Attachment B).

                                   3. Award 2009 Commute Green in the San Joaquin winners
Wdliul W B i m                        (Attachment C).
Supervisor, Stanislaus County

Leray OrBsllar                     4. Select winner of the 2009 Healthy Air Living Win a Chevy Malibu
Supervisor, San Joaqljn County
                                      Hybrid Contest (Attachment D).
John 6. Tdle* M.D.
Appointed by Governor

R a m n d A. W a m n               BACKGROUND:
Supervisor, Kern County

J. Strvsn WortLtsy                 The District Governing Board has adopted a strong pledge to achieve
Supervilor, T& County              early attainment of the health-based ambient air-quality standards for
                                   ozone and particulates. Toward that end, in 2007, your Board
S q s l sadredin
E~acutivsDii                       adopted a "dual path strategy," including a comprehensive list of
Air Polhnim Contrd Ofker           innovative "fast track" measures aimed at a more expeditious
                                   reduction in emissions throughout the Valley.
Northem RegiPn MAR
4800 Emerpira Way
        CA
~odesto, 65356-8718                The Healthy Air Living Initiative is one of the fast-track measures that
(2091557.6400 FAX 12091557-6475
                                   supplements the District's strong regulatory programs. As a culture-
central e
       Rm    onice                 changing program, the ultimate goal of the Healthy Air Living Initiative
1990 East GePtyrburp Avenue        is to make air quality a priority in the day-to-day decision-making
Fmsno, CA 93728.0244
(559) 2308000 FAX (5591230-8061    process for individuals, businesses and municipalities.
Southern Region Mfim
34946 f l y m Court
Bakersfield, CA 83308.8725
16611392-5500 FAX 1661) 382.5585
SJVUAPCD Governing Board
HEALTHY AIR LIVING: AWARD PRIZES FOR THE WINNERS OF VARIOUS SUMMER CONTESTS AND
REVIEW OUTREACH STRATEGY FOR THE FALL AND WINTER SEASON
November 5. 2009



Healthy Air Living aims to saturate Valley residents, businesses, organizations and
municipalities with information, real tools and strategies; and to empower them to reduce
emissions from day-to-day activities. The initiative focuses on the importance of factoring
in air quality when making everyday business and personal decisions. The goal is that,
eventually, Healthy Air Living will be something all Valley residents, businesses, and
municipalities know about, take seriously and apply on an ongoing basis.


DISCUSSION:

In March 2009, the Governing Board approved the Healthy Air Living Initiative 2009-10
campaign, and District staff began developing and implementing the year-round outreach
strategy throughout the Valley. In August 2009, the Governing Board subsequently
reviewed an interim report on the first half of the outreach year.

The surrlnier Healthy Air Living outreach was multi-faceted, corr~prehensive  and involved
the collaboration of all District departments. To promote Healthy Air Living as a key
element of reducing emissions during our summer ozone season, District staff:

      Engaged in major outreach to a wide range of stakeholders
      Held a series of four Healthy Air Living Business Summits in Bakersfield, Fresno,
      Modesto and Stockton attended by more than 500 individuals
      Held a series of 15 Healthy Air Living Chats throughout the Valley
      Garnered pledges and commitments from individuals, .businesses, municipalities
      and faith communities to adopt, institute and/or expand air-friendly activities
      Partnered with local schools, rideshare agencies and bicycle organizations to
      promote Rideshare Week
      Presented Healthy Air Living to a wide range of stakeholders at a number of public
      gatherings including service clubs such as Rotary, Lions and Kiwanis; industry &
      professional organizations; non-profits; schools and many others
      Developed and distributed more than 1,200 Healthy Air Living Partner invitation
                                                          a
      packets, which detailed the benefits of becorr~ing Healthy Air Living Partner
      Included discussion of Healthy Air Livirrg in routine daily interactions by District staff
      with regulated businesses
      Developed and irrlplemented a multi-lingual niedia and advertising campaign
      utilizing TV, radio, billboards, and newspaper articles
      Developed and implemented a comprehensive public-relations campaign, which
      included extensive free media
      Leveraged District funds to bring in sponsors including:
           o Chevrolet;
           o Local COGS, mass transit agencies, and commuter assistance organizations,
           o Local non-profits such as Valley Clean Air Now (CAN), Bike Bakersfield and
              the Fresno Bicycle Coalition; and
           o Local bicycle shops and additional retail partners.
SJVUAPCD Governing Board
HEALTHY AIR LIVING: AWARD PRIZES FOR THE WINNERS OF VARIOUS SUMMER CONTESTS AND
REVIEW OUTREACH STRATEGY FOR THE FALL AND WINTER SEASON
November 5, 2009

       Redeveloped the Healthy Air Living website to be more user-friendly and developed
       a Spanish language sister site: www.airelimpiovidasana.com, and established a
       presence on Twitter and Facebook
       Partnered with local sports teams in each region to host Healthy Air Living events
       Organized the second annual Commute Green in the San Joaquin Challenge
       Launched the inaugural Commute Green in the San Joaquin Challenge Kids Edition
       Organized the second annual Healthy Air Living For Reel video contest for college
       and high-school students
       Further developed significant internal Healthy Air Living programs so the District
       could continue to set the example for organizations Valley-wide. Activities included:
          o Enhanced Alternative Transportation Opportunities;
          o On-site conveniences;
          o Telecommuting;
          o Green Bike program;
          o Internal marketing and electronic newsletter; and
          o lntranet site.

Many of above actions were outlined in detail during the August 2009 Board Meeting.

For the past six years, the District has engaged in an annual comprehensive outreach
strategy to inform all Valley residents of the key issues around winter air quality, primarily
Rule 4901 and the "Check Before You Burn" message. Last year, the District incorporated
the "Check Before You Burn" message into the overarching Healthy Air Living campaign
with great success. The new outreach campaign had only two wood-burning categories:
"Prohibited" and "If you must burn, Burn Cleaner".

The District makes daily forecasts on winter burn status on a county-by-county basis for
the following day. On days when wood burning is prohibited, the District informs the public
                                                                       to
through our media partnerships, while also encol-raging the p~.~blic check with the
District either by phone or the Internet before lighting a fire. Furthermore, last year's
Healthy Air Living message went beyond the narrow scope of the "Check Before You
Burn" program and reminded Valley residents of the many ways they.can proactively
reduce their emission contributions on a daily basis.

The District's 2009-10 winter outreach strategy will build on the success of last year's
messaging and some innovative partnerships. The District is working to once again
secure an agreement with Duraflame to leverage funds to further promote the "Burn
Cleaner" message on those days when wood burning is allowed.

Winter Healthy Air Living will continue to be a Valley-wide message, and the District will
continue to conduct outreach with individuals, businesses and faith communities, as
occurred during the summer. In addition to incorporating the wood burning messages,
individual and business behavior changes such as alternative transportation will also be
encouraged.
SJVUAPCD Governing Board
HEALTHY AIR LIVING: AWARD PRIZES FOR THE WINNERS OF VARIOUS SUMMER CONTESTS AND
REVIEW OUTREACH STRATEGY FOR THE FALL AND WINTER SEASON
November 5, 2009

2009-10 Winter Healthy Air Living strategies include:

       Comprehensive outreach campaign including billboards, radio, print, TV and web-
       based advertising, continuing to promote the "One Change" message
       Extensive public relations to leverage dollars and creatively convey our message
       via public affairs shows, public service announcements and value-added advertising
       Targeted outreach to media weather reporters to convey the daily communications
       needs of the "Check Before You Burn" program
       Development of a Hispanic Photo Novella to innovatively reach out to a unique
       subsection of the Valley
       Partnerships with local sports teams to have visibility within local communities
       Continued targeted outreach to service clubs and non-profit groups
       Further development of the Healthy Air Living Partners program to align with the
       menu options being developed as part of the Trip Reduction Rule 9410
       Development and distribution of the 2010 Healthy Air Living Kid's Calendar
       Further growth and strategic use of Facebook and Twitter
       Continued leveraging opportunities with partners such as:
           o Duraflame
           o Valley COGS
           o Non-profits
           o Faith communities
           o Schools
       Expansion and further refinement of the Burn Cleaner Woodstove Change-out
       program
       Execute second annual Kids For Clean Air contest
       Growth and promotion of website as access portal for Healthy Air Living tools,
       strategies, success stories and support
       Outreach in Environmental Justice communities, including focused outreach on ,the
       issue of burning trash and burn barrels
       Distribute educational materials and incentive items in conjunction with the winter
       Healthy Air Living pledge card
       Redesign Blue Sky, Brown Sky . . .: It's Up To You! elementary school curriculum to
       reflect Healthy Air Living

District staff continues to look for additional outreach concepts and the winter outreach
strategy will evolve as the season progresses. Today's recommendations will complete the
schedule of activities for the 2009 summer Healthy Air Living season, and acknowledge
the hard work and innovation by several Valley businesses and individuals.

Attachments:
       Attachment A - 2009 Healthy Air Living Video Contest winner (I page)
       Attachment B - 2009 Commute Green in the San Joaquin Corporate Challenge winners (I page)
       Attachment C - 2009 Commute Green in the San Joaquin Challenge; Kids Edition winners (I page)
       Attachment D - 2009 Healthy Air Living Win a Chevy Malibu Hybrid Contest selection procedures (I
       Page)
                San Joaquin Valley Air Pollution Control District
                       Meeting of the Governing Board
                        Thursday, November 5, 2009




 HEALTHY AIR LIVING: AWARD PRIZES FOR THE WINNERS OF VARIOUS
  SUMMER CONTESTS AND REVIEW OUTREACH STRATEGY FOR THE
                        WINTER SEASON


Attachments:
      Attachment A - 2009 Healthy Air Living Video Contest winner (1 page)
      Attachment B - 2009 Conimute Green in the San Joaquin Corporate
      Challenge winners (1 page)
      Attachment C - 2009 Commute Green in the San Joaquin Challenge; Kids
      Edition winners (1 page)
      Attachment D - 2009 Healthy Air Living Win a Chevy Malibu Hybrid
      Contest selection procedures (1 Page)




      The above attachment has been included with the agenda packets
      distributed to members of the Governing Board. It has not been included
      with other agenda packets. A copy of this document is available for review
      and/or purchase from the San Joaquin Valley Unified Air Pollution Control
      District.

								
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