5 Breakdown by County

Transcription

1 5 Breakdown by County The following is the advertising breakdown by county. 5.1 TELEVISION BY COUNTY Television channels typically have a 75 mile radius of broadcasting. The pinpoints on the map below represent the 8 major cities in which the commercials were aired. Figure 28 Television broadcast map of Florida According to the information provided by the television stations that ran the commercial, the following is a list of counties in which the Anti-Littering commercial was aired: 33 Page

2 TV Commercials Aired County County Baker 70 Lake 88 Bay 25 Lee 10 Bradford 70 Leon 82 Brevard 88 Liberty 25 Broward 758 Madison 82 Calhoun 25 Manatee 66 Charlotte 10 Marion 88 Citrus 66 Miami-Dade 758 Clay 70 Monroe 758 Collier 10 Nassau 70 Columbia 70 Okaloosa 17 DeSoto 66 Orange 88 Duval 70 Osceola 88 Escambia 17 Pasco 66 Flagler 88 Pinellas 66 Franklin 25 Polk 66 Gadsden 82 Putnam 70 Glades 10 Santa Rosa 17 Gulf 25 Seminole 88 Hamilton 82 St. Johns 70 Hardee 66 Sumter 88 Hendry 10 Suwannee 82 Hernando 66 Taylor 82 Highlands 66 Union 70 Hillsborough 66 Volusia 88 Jackson 25 Wakulla 82 Jefferson 82 Walton 25 Lafayette 82 Washington 25 TV Commercials Aired Table 16 Number of TV commercials aired, by county 34 Page

3 5.2 RADIO BY COUNTY Radio stations typically have a 60 mile radius of broadcasting. There are many variables that affect this, including tower type, tower height, weather, etc. Because of this, it is difficult to identify exactly in which counties the radio commercials were broadcast. But by the map below, it can be seen that the commercials were aired in nearly all of the 67 counties in Florida. The pinpoints on the map represent the 8 major cities in which the commercials were aired. Figure 29 Radio broadcast map of Florida For more information regarding the broadcast areas of specific radio stations utilized in this campaign, see Appendix C. 35 Page

4 5.3 BILLBOARDS BY COUNTY The billboards were placed at various high traffic areas in counties throughout the state. It should be noted, that even though a billboard is located in one particular county, it can be assumed that some people in neighboring counties have also seen this advertisement. Commutes for work and other activities typically take people through one or more counties on a regular basis. # of County Billboards Bay 2 Duval 5 Escambia 1 Hillborough 3 Lee 5 Leon 3 Miami-Dade 5 Orange 1 Osceola 1 Pinellas 2 Seminole 3 Table 17 Number of billboards posted, by county 36 Page

5 5.4 BUSES BY COUNTY The following is a breakdown, by county, of where the bus advertisements were placed throughout Florida. Broward County 30 Clay County 5 Duval County 5 Escambia County 4 Hillsborough County 15 Lee County 10 Leon County 10 Miami-Dade County 30 Monroe County 30 Orange County 15 Osceola County 15 Pinellas County 15 Putnam County 5 Santa Rosa County 4 Seminole County 15 Volusia County 15 Table 18 Number of bus-side advertisements, by county 37 Page

6 Appendix A Title: Target Audience: Message: Think Before You Throw Younger demographic It s easy to litter without thinking especially from moving vehicles and especially when you see other litter on the roadways. Stop and think. Creative Concept: VIDEO Montage stock footage (from Hillsborough Campaign) of people throwing trash out of moving vehicles quick cuts to establish energy and get viewers attention Graphic: The road is NOT your trashcan Establishing shot of car with 2 teenagers (1 male and 1 female) inside rocking out to music - drinking energy drinks 2. The driver rolls his window down and goes to toss his empty can onto the road In order to appeal to young people, script language/shooting style must be current and relatable to media they react/respond to. AUDIO V/O: Hey listen up Florida - The side of the road is NOT your trashcan. Do you know how much trash had to be picked up off our roads last year? TOO MUCH! Music up full: 3. The passenger notices and reacts Passenger: Wait - What are you doing!!! 4. Driver puts can back into drink holder and the passenger smiles at him 6. Cut to shot of driver tossing the can into a recycling bin at a location Driver: What?! Passenger: Not cool. Just leave it - we ll throw it away when we stop Graphic: FDOT Logo / Think Before You Throw V/O: It only takes a second to make the right decision and stash your trash without creating litter - So - Think before you throw - and help keep Florida litter-free. 38 Page

7 Appendix B English V/O Announcer: What s great about living in Florida? Everything but the unsightly trash!!! ALT: Everything BUT the trash on our roadsides!!! How terrible is it, to be cruising down a gorgeous, Florida Highway When you begin to notice litter on our roadsides! Stuff that should be in trashcans or recycling bins just laying there - clogging up our way of life. Come on Florida! Make the right choice and stash your trash without creating litter. Think before you throw and help keep Florida litter-free!! A message from your friends at the Florida Department of Transportation. Spanish V/O Announcer: Qué es lo mejor de vivir en Florida? Todo, menos la desagradable basura!!! ALT: Todo menos la basura en las carreteras!!! Qué terrible que vayas manejando por una hermosa carretera de Florida, - y empieces a ver basura a los lados del camino Cosas que debieran estar en los botes de basura o reciclaje simplemente ahí tiradas afectando nuestro estilo de vida. Vamos Florida! Haz la mejor elección y junta tus desperdicios sin arrojar basura. Piensa antes de tirar tu basura y ayuda a mantener a Florida libre de basura en las carreteras! Un mensaje de tus amigos en el Departamento de Transporte de Florida. (or could leave Florida Department of Transportation) 39 Page

8 Appendix C Fort Myers, FL WBTT 46 Commercials Aired WCKT 46 Commercials Aired WJBX 46 Commercials Aired WTLQ 46 Commercials Aired (Hispanic) 40 Page

9 Fort Myers, FL continued WWGR 46 Commercials Aired WXKB 46 Commercials Aired Jacksonville, FL WAPE 89 Commercials Aired WNWW 94 Commercials Aired 41 Page

10 Jacksonville, FL continued WOKV AM 90 Commercials Aired WSOL 89 Commercials Aired WXXJ 94 Commercials Aired 42 Page

11 Miami, FL WEDR 60 Commercials Aired WHYI 60 Commercials Aired WPOW 60 Commercials Aired WRTO 50 Commercials Aired (Hispanic) 43 Page

12 Orlando, FL WJHM 52 Commercials Aired WOCL 52 Commercials Aired WPYO 64 Commercials Aired WRUM 52 Commercials Aired (Hispanic) WXXL 64 Commercials Aired 44 Page

13 Panama City, FL WEBZ 51 Commercials Aired WILN 50 Commercials Aired WYYX 51 Commercials Aired 45 Page

14 Pensacola, FL WBLX 52 Commercials Aired WJLQ 52 Commercials Aired WTKX 48 Commercials Aired 46 Page

15 Tallahassee, FL WGMY 37 Commercials Aired WHBX 37 Commercials Aired WHTF 37 Commercials Aired WWLD 37 Commercials Aired WWOF 34 Commercials Aired 47 Page

16 Tampa, FL WBTP 46 Commercials Aired WFLZ 46 Commercials Aired WLLD 52 Commercials Aired WPOI 52 Commercials Aired WRBQ 46 Commercials Aired WYUU 37 Commercials Aired (Hispanic) 48 Page