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AQMD’s KTLA Lawn Mower Exchange Coverage
SITUATION
Southern California has long been scrutinized for having the worst air quality in the nation. Many people attribute the poor air quality to the notorious traffic and diesel-producing ports but, surprisingly, a single gas-powered lawnmower emits as much pollution as 43 new-model cars driven 12,500 miles! In an effort to improve regional air quality and reduce harmful emissions, the South Coast Air Quality Management District (AQMD) initiated the Lawnmower Exchange Program (LMX) which allowed residents to trade in used, high-polluting lawnmowers for cordless, rechargeable electric mowers with zero emissions. In March 2008, Westbound Communications worked with AQMD’s media office to generate media awareness and secure 4,000 registered participants for the six-event program.
IMPLEMENTATION
After extensive research and planning, we sought a live remote broadcast with KTLA-TV’s Emmy Award-winning reporter, Gayle Anderson. Anderson has been a viewer favorite for the last 15 years due to her enthusiasm and participatory reporting, and would help us make an impact with her viewers. The segment was scheduled for the opening day of LMX registration. To strengthen the story, we secured working gas-powered and electric lawnmowers, as well as several past participants who were willing to sing the praises of their new mowers. We also secured and prepped Chino Mayor and AQMD Board member Dennis Yates to serve as our official spokesperson.
EVALUATION
We secured several on-air teases and almost four minutes of live coverage with the KTLA Morning News. The coverage delivered all key AQMD messages and visuals. This impressive segment led to 2,339 exchange registrations in 24 hours. Within a week of this media story, all six LMX events were sold out! The momentum of the KTLA segment led to an additional 750 units being made available for a final exchange count of 4,750 units. Moreover, this positive news story allowed us to demonstrate that the AQMD is more than a regulatory agency – that they’re creating and delivering tangible programs that are reducing emissions and cleaning up the air. Westbound is proud to represent the AQMD and to help make Southern California a “greener” place—one lawnmower at a time.
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