Mid-Ohio Regional Planning Commission, Ohio
Not too long ago, Central Ohio had a bit of a reputation...
The six-county region had failed to meet federal standards for ozone pollution. Other states struggled with the same problem—and found ways to tackle it—but Ohio wasn't faring as well. "At one point, we had the unhealthiest air in the country," said Laura Koprowski, communications manager at Mid-Ohio Regional Planning Commission (MORPC), an active participant of It All Adds Up to Cleaner Air. "We knew we had to do something to get people to change their commuting habits and drive less," she said, noting that vehicle emissions were the chief cause of the region's escalating air pollution.
So, MORPC's air quality staff put their heads together and launched the Clean Air Challenge, an engaging public action campaign that truly addresses mid-Ohio's air quality issue.
Citizens, Make the Choice!
To get started, the team culled information from the It All Adds Up Web site to create a short list of voluntary steps that individuals could take to help clean the air in their community. The core objective was to get residents to do their part to reduce tailpipe emissions—carpool, telecommute, take the bus, walk, and bicycle.
But getting people to change required more than offering a few good ideas. So, MORPC went a little further and asked participants to make a pledge that would commit them to certain voluntary steps, for example, carpooling twice a week. In addition to using alternate modes of transportation, Clean Air Challenge choices included refueling after 6 p.m., stopping at the click, using electric lawn equipment, and more. "Our goal was to get 10,000 people on board," Laura said. As an enticement, they offered a prize drawing opportunity.
The team depended on the It All Adds Up Web site to stretch their $50,000 advertising allocation, which was made possible with CMAQ funding and donations from Ohio DOT and Central Ohio Transit Authority. They downloaded the It All Adds Up tagline to place on their public education web pages (see example), the Clean Air Challenge, a new 
brochure (PDF, 1321KB) about eco driving, and various other print materials. They also turned to It All Adds Up for radio copy ideas. "The It All Adds Up materials have fresh angles and interesting facts—the Web site has been very helpful," Laura said.
After "receiving enthusiastic approval" from their board members, the team turned its focus to recruiting stakeholders, sponsors, and local businesses to help get the word out. The campaign premiered at a kickoff "Breakfast of Champions," complete with Wheaties look-alike cereal boxes wrapped in clean air images and information.
About 20 organizations—including area employers, health organizations, and environmental groups-attended the networking event to learn about the project, offer ideas, and join the effort. One result: local companies donated an electric lawnmower and in-home air filtration system, which MORPC gave residents a chance to win using an It All Adds Up online quiz, "What's Your Air Quality IQ?" (PDF, 72KB)
Leave No Stone Unturned
To further trumpet the message, MORPC staff developed an air quality improvement presentation and shared it with dozens of local government assemblies. "We went to every council meeting we could think of, which is a great way to get free publicity because the media is already planning to be there," Laura said. "If they pick up your story, businesses are likely to be familiar with your effort even before you call them."
She was right.
Newspapers, including the major dailies, began talking about the Clean Air Challenge, and so did local radio stations. It wasn't long before the challenge and other educational materials—including the It All Adds Up air quality quizzes—were finding their way into various newsletters, such as the Columbus Chamber News, and employer Web sites and e-mail transmittals.
Some 4,000 business cards (PDF, 146KB) printed with clean air steps, contact numbers, and Web site URLs for both the Clean Air Challenge and MORPC also began circulating around town, another inexpensive—and unusual-way to get the word out. "The business cards provide an information piece that can go virtually anywhere with our staff and our partners," Laura asserted.
Making Public Education Fun
The campaign was already gaining momentum when MORPC held its Clean Air Challenge at the Arena District, a busy outdoor plaza located downtown (view flyer) (PDF, 2640 KB). But no one anticipated the overwhelming success of the May event.
For the event, the city waived its standard rental fees, and only charged $50 for utilities. MORPC spent $10,000 publicizing the event with web-streaming advertisements, radio commercials, and PSAs, which aired for two weeks during peak travel times and on weekends. They also tapped their growing network of employer partners and arranged for e-mail announcements to be sent to several thousand employees.
"We planned for about 200 people to sign up and we got 800!" Laura said. Attendees enjoyed free hot dogs and sodas provided by Dairy Queen and lots of promotional giveaways. Local hybrid vehicle owners were on hand to show off their vehicles and radio DJ personalities delivered air quality information during a live broadcast.
Getting Riders On Board
Barbara Colegrove, a project specialist for RideSolutions, MORPC's 11-county vanpool program and a key player in the clean air effort, introduces residents to the RideSolutions Rewards program, which offers incentives to employees who sign up for carpooling. It All Adds Up 
"DJ Dialog"(DOC, 41KB) ideas are used by local radio personalities to invite RideSolutions registrants to call in with funny, interesting carpooling experiences. Prizes are awarded for the largest carpool, the longest drive, the most outrageous carpool, and so on.
Barbara said RideSolutions agreements have tripled recently, due in part to rising gas prices, but also because many people seem ready to act on the clean air messages they're hearing. "We're hoping that even when gas prices come back down, people will still see the benefits of staying with these rideshare arrangements."
Even drivers who don't opt to rideshare are starting to make positive changes. "They always ask why they should fuel after 6 p.m., and after we explain why it's important, they almost always commit to getting gas in the evenings," Barbara said.
MORPC's "Gas Free" event was another successful endeavor coordinated this spring by Clear Channel radio group and sponsored by a local Meijer supercenter. People did more than fuel up.
The first 100 Clear Channel listeners to pull up to the pump after 6 p.m. and take the Clean Air Challenge received a $20 gas card. All drivers were asked to turn off their engines while they waited in line and read information about the negative effects of engine idling and why they should stop at the click. RideSolutions staff walked about, discussing the issues and answering questions. "We had requests for additional information and heard people say that they want to share the tips with family and friends," Barbara said. "People are willing—they just need specifics on how they can help."
Central Ohio still has a reputation—one they can be proud of! With roughly 5,000 citizens signed up and ready to do their part, MORPC has already reached 50 percent of its target.
"When we brainstormed this campaign, our main goal was to raise awareness about our air quality problem and get the community to take ownership of it," Laura said. "Now people are talking about the importance of having clean air… and that's what we wanted to happen!"
To learn more about the Clean Air Challenge and other air quality initiatives by the Mid-Ohio Regional Planning Commission, please contact Laura Koprowski (lkoprowski@morpc.org) and/or Barbara Colegrove (bcolegrove@morpc.org). You can also visit the Clean Air Challenge Web site.