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AQMD’s Healthy Hearths Initiative
SITUATION
Southern California has the worst air pollution in the country, contributing to more 6,000 premature deaths and 100,000 new cases of asthma per year. Despite these staggering numbers, when the South Coast Air Quality Management District (AQMD) put regulations on residential wood burning (fireplaces), the response was overwhelmingly negative because residents didn’t understand that their fireplaces actually contribute more harmful air pollution than all the power plants in the area combined. Westbound team was brought in to mitigate negative publicity and earn acceptance for this rule.
IMPLEMENTATION
We began by re-branding Rule 445 as the Healthy Hearths initiative as announced at a press conference also introducing a $125 rebate on gas logs. This delivered favorable stories from the LA Times, ABC-7, OC Register and other outlets. Meanwhile, we simplified public health data by producing a series of short videos featuring medical experts. These videos were posted on YouTube and served as the centerpiece for a website that we created called www.HealthyHearths.org. The Website further explained the situation and provided information on the $125 gas log incentive program.
RESULTS
Within months, we transformed condemnation of Rule 445 into public support of the Healthy Hearths initiative. By the end of 2008, our Web site had thousands of page views, our PSA-style video was used numerous times by broadcast media and 2,400 gas log sets were sold through the AQMD-funded incentive program. Positive media coverage appeared in the region’s largest outlets and across all four counties. Ultimately, the Healthy Hearths initiative is now supported by local governments, residents, media, and most importantly, is helping improve air quality in Southern California.
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