Download - Don’t Drive Day
DON’T DRIVE DAY
Shelley H. LanhamCharlotte Area Air Awareness
DON’T DRIVE DAY: OUTLINE N.C. Air Awareness DDD Logistics
PlanningPromotion
An Experiment with Participation Pledges
How do new participants differ?
N.C. AIR AWARENESS
Mission: Provide education and
outreach program Goals:
Motivate individuals to take voluntary action
NC 8-hr Ozone Nonattainment Areas
**Avoid costly mandatory
regulation of local businesses and
industry**
N.C. AIR AWARENESSNC 8-hr Ozone Nonattainment Areas
**Avoid costly mandatory
regulation of local businesses and
industry**
LOGISTICS: PLANNING
Prizes: iPad (NC Air Awareness) 2 pairs of Charlotte Motor Speedway Suite tickets (Duke
Energy) $50 Espada Bicycles gift certificate (Alta Planning +
Design) $50 Harris Teeter gift certificate (Harris Teeter) Don’t Drive Day t-shirts
LOGISTICS: PROMOTION Web presence
www.DontDriveDay.org MCAQ, CAW, and CATS
homepages Other local organizations
Media coverage - Earned Press Release Fox News Rising
interview Print media
Events Information/Giveaways Pledge
Email blasts CATS Rider Alert NCAA and CAW
business coalitions Previous DDD
participants Pre-event pledgers
Pre-DDD raffle of CATS/LYNX passes 2009 DDD “new
commuters” 2010 Don’t Drive Day
Pledgers
PROMOTIONAL FLYER
ENTRY METHOD
EXPERIMENT WITH PLEDGES Don’t Drive Day pledge
Data: Name Anticipated commute mode Email address
Methods: Collected data at events (n=118)
Rewarded with DDD t-shirt Raffled commute mode specific prizes prior to
DDD Email reminder 2 days prior to DDD Compared actual entries from
www.DontDriveDay.org to pledged data
CONCLUSIONS: PLEDGE Results:
20% of pre-event pledgers entered a clean commute on Don’t Drive Day
Conclusions:Useful promotional toolRequire actual entry of each behavior
More representative participation numbers More representative emission reductions
If Pledge is necessary Be aware of possible inflation: temper results
RESULTS: PARTICIPATION
RESULTS: COMMUTE MODE TRENDS
MODE RESULTS: HOW NEW PARTICIPANTS DIFFER
General Results
PROMOTION RESULTS: HOW NEW PARTICIPANTS DIFFER
General Results
Other: Events, Email, Print Media, etc.
CONCLUSIONS: HOW NEW PARTICIPANTS DIFFER “Anyone can carpool”
Increase emphasis on other options than just transit options (especially carpooling and telecommuting)
Partnerships with businesses are essential!Most effective promotional method Allow and encourage telecommuting option
(largest increase in overall participation and new participation)
Success Story: Piedmont Natural Gas
THANK YOU! From the Charlotte Region of North Carolina
OVERALL OUTCOME Don’t Drive Day 2010
13.13 tons of air pollution prevented (CO2, CO, NOx, VOC, PM2.5)
102.08 lbs of ground-level ozone-forming pollutants prevented
Combined air pollution prevented through 4 most recent DDD41.58 tons of air pollution (CO2, CO, NOx,
VOC, PM2.5)323.16 lbs of ground-level ozone-forming
pollutants prevented
FUTURE DDD EVENTS Short-term
Do not accept pledges for participation Promotion
Change commute mode emphasis Encourage business partners to take more active role in
promoting DDD Business hosts several DDD throughout Ozone season Offer local incentive to employees
Purchase/secure more TV News coverage CBS partnership Press releases
Long-term Season-long Challenge
Expansion of DDD – conduct certain number of clean commutes for entry into contest
RESULTS: PROMOTION
RESULTS: 2010 COMMUTE MODE