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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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