Texas Nonattainment and Near-Nonattainment Areas Source: Texas Commission on Environmental Quality

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2 Texas Nonattainment and Near-Nonattainment Areas Source: Texas Commission on Environmental Quality Nonattainment areas exceed EPA standards for one or more air pollutants, as measured by air quality monitors, and are required to implement actions to reduce pollutants. Near-nonattainment areas are close to exceeding the EPA limits for one or more air pollutants and these areas often implement actions on a voluntary basis in order to reduce pollution levels and remain below the nonattainment threshold.

3 Texans Degree of Concern about Air Quality Issues General Attitude Air Pollution Causes Risk to Environment in Community Air Pollution Causes Risk to Health in Community Interested in Air Quality Issues Seriousness of Air Pollution in Texas Less Concerned Average Response 0 10 Scale More Concerned In the 2010 survey, Texans degree of concern about air quality issues remained consistent with 2008 levels. Respondents indicated relatively high levels of concern about air quality issues and the seriousness of air pollution in Texas.

4 Texans Perceptions of Air Quality Issues By Attainment Status More Concerned Average Response 0 10 Scale Less Concerned In 2010, respondents from nonattainment areas had the highest levels of concern about risks associated with poor air quality, while respondents from attainment areas had the lowest levels of concern. For all three areas, the degree of concern about health risks caused by air pollution generally outweighed the level of concern about risks to the environment.

5 Texans Perceptions of Air Quality Issues Driving Habits and Transportation Choices Percent Reporting Behavior Change of Driving Habits and Transportation Choices Have you begun to regularly do any of the following within the last two years? Carpool 10.5% 14.6% 17.2% Use Public Transportation 5.6% 7.0% 10.6% Telecommuting 10.2% 14.3% 17.2% Emissions Inspections & Maintenance 17.9% 29.0% 31.2% All behavior changes showed an average 3% increase from 2008 levels. Emissions inspections and maintenance remained the most common behavior change.

6 Campaign Awareness Targeted Markets/Groups Heard of DCAT Campaign Year Olds 36.6% Age 35 Years and Older 30.4% Nine Target Markets 34.3% Attainment Areas 26.8% in Nine Target Markets 40.0% 35+ in Nine Target Markets 32.0% The targeted markets include the nine nonattainment and near-nonattainment areas of the state: Austin, Beaumont/Port Arthur, Corpus Christi, Dallas/Fort Worth, El Paso, Houston, San Antonio, Tyler/Longview, and Victoria. The 18- to 34-year old age group has been the target for purchased media activities. When prompted, the targeted age group, the targeted market, the combined age/targeted markets had a higher awareness level than other groups.

7 Sources of Information about the Campaign Targeted Markets/Groups Sources of Information about the DCAT Campaign 2010 Television 64.5% Billboards 27.7% Radio 23.1% Newspaper 6.8% Internet 5.1%

8 Campaign Effectiveness Targeted Markets/Groups Attitude Change due to DCAT Relative Change in Attitude toward Air Quality in Texas among Target Markets Using a scale from zero to ten, where zero means no change at all and ten means completely changed, to what extent did the Drive Clean Across Texas campaign change your attitudes about air quality issues in Texas? Mean Std. Deviation Gender Female Male Age or older Race/Ethnicity White African American Hispanic Other Education High School or less Some college & above Attainment Status of Residence Nonattainment Near Nonattainment Attainment Income Less than $25, $25,000-$49, $50,000-$74, $75,000 and $99, More than $100, Change in attitude among the targeted markets as a result of DCAT was most significant among the young, less educated, less affluent, and minorities. Note: Responses on 0-10 scale of attitude change

9 Campaign Effectiveness Targeted Markets/Groups Overall effectiveness of DCAT: Based on composite measure combining recall of recommendations, report of behavior change, and reported attitude change. Low Moderate High Age % 57.8% 13.7% Age 35 Years and Older 37.9% 52.6% 9.5% Market Nine Target Markets 33.5% 55.9% 10.6% Attainment Areas 39.4% 48.5% 12.1% Age & Markets in Nine Target Markets 31.7% 56.1% 12.2% 35+ in Nine Target Markets 34.4% 55.6% 10.0% High Respondent was able to name one DCAT campaign recommendation, reported one or more behavior change, reported attitude change from midpoint to upper end of scale (6 10). Low Respondent could not name any recommendations, reported no behavior change, reported attitude change from zero to midpoint of scale (0-5). Moderate Respondent falls anywhere in between Low and High

10 Overall Effectiveness of the DCAT Campaign among Targeted Markets/Groups Respondents in the targeted age group were more likely to be highly affected by the DCAT campaign. Respondents from the target markets were more likely to be moderately affected by the campaign. Respondents in both the targeted age group and nine target markets were more likely to be affected by the DCAT campaign in both moderate and high levels. Advertising in the targeted markets was effective especially among members of the targeted age group. While targeted marketing efforts had some success, it must be noted that differences in responses between targeted and non-targeted groups and markets were modest at best.

11 Campaign Effectiveness Overall Sample Who Was Most Affected by the Campaign? Overall Effectiveness of the DCAT Campaign Overall effectiveness of DCAT: Based on composite measure combining recall of recommendations, report of behavior change, and reported attitude change. Low 106 Moderate 166 High 32 Gender Female 30.9% 57.5% 11.6% Male 40.7% 50.4% 8.9% Age % 56.3% 9.4% % 58.5% 15.4% % 57.8% 8.9% % 52.5% 11.7% 65 or older 48.7% 48.7% 2.7% Race/Ethnicity White 41.5% 51.4% 7.1% African American 19.1% 59.5% 21.4% Hispanic 25.0% 61.5% 13.5% Other 47.1% 41.2% 11.8% Education High School or less 25.4% 57.8% 16.9% Some College or more 37.8% 53.7% 8.6% Attainment Status Nonattainment 34.1% 55.5% 10.5% Near-Nonattainment 44.1% 52.9% 2.9% Attainment 34.8% 49.3% 15.9% Income Less than $25, % 50.9% 20.3% $25,000-$49, % 63.8% 8.5% $50,000-$74, % 66.7% 9.8% $75,000-$99, % 57.5% 7.5% More than $100, % 40.7% 5.1% Females are more likely to be highly affected by the DCAT campaign. Respondents 34 years of age or younger, with less education, the less affluent, and minorities, especially African Americans and Hispanics, are more likely to fall in the high effectiveness category. There are no significant differences among the Nonattainment, Near- Nonattainment, and Attainment areas in the overall sample.

12 Campaign Effectiveness Overall Sample Overall Effectiveness of the DCAT Campaign Low Moderate High Overall effectiveness of the DCAT campaign statewide decreased in Respondents that were highly affected by the DCAT campaign decreased from 18% to 11%; the percentage of respondents that were affected by the DCAT campaign on a low-level increased from 20% to nearly 32%. The effectiveness of the campaign for the respondents from combined targeted markets/groups was higher than for the overall sample.

13 Conclusions The in-depth analysis of the targeted markets indicates the campaign was effective in targeted markets especially among 18-to 34-year-olds within the nine target areas. The 2010 findings indicate that Drive Clean Across Texas campaign messages resonated most with younger people, those with lower levels of education, the less affluent, and minority groups. Television, billboards, and radio continue to be the prime communicators of Drive Clean Across Texas campaign messages.

14 Recommendations The targeted marketing has merit and could be continued and expanded. The internet is an increasingly important outlet to share information; we strongly recommend improving and increasing the campaign s web presence as a cost-effective way to disseminate the Drive Clean Across Texas campaign s message, including: 1. Utilize popular social network tools such as Facebook and Twitter to promote the DCAT campaign and drive traffic to the website. 2. Continue to use other media such as television, radio and billboards to advertise the website. 3. Update the website more regularly, making it more relevant, informative and, engaging. 4. Partner with other state agencies for cross promotion and joint marketing. Attention must be given to the plateau in the effectiveness of the campaign and future actions should be planned with this in mind.