Case Study: Assoc. of Central Oklahoma Governments
Square of Clean Air

Background:

In the past 10 years the EPA has implemented tighter ozone standards, while Oklahoma suffered the worst three-year span of summer weather adding to high levels of ozone.

Outdoor

Situation:

ACOG needed to develop and execute a successful air quality campaign. It had been estimated that violating the EPA standards could cost central Oklahoma over $43 million in the first year alone.

Goals:

a. to understand what citizens will do for air quality
b. to gain consensus on messages that would effectively motivate citizens to take action
c. to create a new tagline and direction that would inspire individual ownership of air quality

Outdoor

Approach:

Third Degree identified key motivators through Priority ReasoningTM sessions. A new campaign concept including new marketing messages were then tested in two follow-up focus groups.

Logo

Trends:

The following key messages were developed:
Clean air correlates to a more attractive landscape.
Clean air provides for better quality of life.
Good health can be attributed to air quality.
New Tagline: Get Your Own Square of Clean Air.

Deliverables:

A multi-media campaign was developed and executed, including a series of award-winning outdoor boards, two TV spots, radio spot and electric lawnmower promotion, a web site, and several collaterals including a brochure, and promotional items.

Results:

This multi-year campaign has garnered solid results, where 70% of the metro area population express a concern about air quality, recall hearing about Ozone Alert days, and are willing to practice air-friendly activities on Ozone Alert Days.