AQMD – “Leaf Blower Exchange” Program

SITUATION
Southern California has long been scrutinized for having the worst air quality in the nation. In order to improve regional air quality and reduce harmful emissions, the South Coast Air Quality Management District (AQMD) initiated the Leaf Blower Exchange Program (LBX) in which professional gardeners and landscapers would trade in their used, high-polluting leaf blowers for new, low-emitting models. In July 2007, we partnered with AQMD’s media office to generate media awareness and participation for the six-event program.

IMPLEMENTATION
To drive participation, we placed calendar listings, distributed flyers, and placed 100 traffic report sponsorships on 21 Clear Channel radio stations. We then coordinated a media event early enough to boost registration numbers for the rest of the program. To add visuals, a giant bulldozer scooped traded-in leaf blowers into a large dumpster on site, symbolizing the amount of pollutant leaf blowers exchanged and the success of the event.

EVALUATION
For the LBX program, we secured an impressive 14 print articles, five radio stories, and 14 television segments. Media highlights include live segments with Gayle Anderson of KTLA, and great placements in the San Bernardino Sun and La Opinion. The high volume of stories helped the total 1,500 leaf blowers exchange out over the six-day program, even selling out registration spots by the fourth event. Westbound is proud to have made a difference – the equivalent of exchanging 1,500 leaf blowers equals the emissions reduction of taking 120,000 cars off the road. And we’re not just blowing smoke!

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