Case Study for Agency
03-1013569-742

Situation

When the State of Georgia introduced a tough new vehicle emission
inspection program, we were hired to implement a comprehensive public
information campaign to make consumers aware of the new emission
testing requirements, and to minimize expected negative consumer
backlash which other states had experienced with similar programs.

Research indicated little consumer understanding or appreciation of
value of vehicle emission testing, and public perception was that
emission testing wasn't really making a difference.

Marketing Challenge

The challenge was to educate consumers on the importance of the program
in improving air quality and to gain their acceptance and support for
the program.

Application of Solutions

We created a meaningful "brand" for the program by renaming it
"Georgia's Clean Air Force." The new name clearly communicated the
program goal (clean air), and that we're all in this together . . . on
the same team. It also positively reinforced that together consumers
could make a difference in maintaining quality air in the state. We
positioned "Georgia's Clean Air Force" as a consumer watchdog
organization with responsibility for educating consumers about air
quality problems and providing regular reporting on the progress of the
program.

We developed a totally integrated communications campaign for Georgia's
Clean Air Force including everything from the required emission testing
window stickers and service stations signage to television and radio
advertising and a highly-interactive public information web site.

Results

The results were phenomenal. While the State had expected to be
inundated with consumer complaints, we generated over 76% acceptance of
the program in less than one year. People were convinced that they were
an integral part of Georgia's Clean Air Force, as such, they were
making a critical difference in air quality. Results were so positive
that our public information campaign became the model for all other
state programs that were funded in part by the Federal Government.