WHAT WOULD HAPPEN IF NO ONE CARED? 1984 Bob Geldof (Punk Rocker) founded Live Aid and raised £150 million in a day to fight hunger. 1976 Betty Williams (Receptionist) led a march of 35,000 to protest violence in Northern Ireland and won the Nobel Peace Prize. 1961 Peter Benenson (British Lawyer) wrote a letter that started a movement – Amnesty International. Nelson Mandela was imprisoned 27 years for trying to bring equality to his country but finally succeeded.
DIRECT MAIL PIECES Apartments - 94,122 pieces mailed - cost $32,883 Homes - 77,878 pieces mailed - cost of $21,9221 FRONT BACK
OUTDOOR ADVERTISEMENTS 55 ads on DART buses at a cost of $13,084. 60 outdoor billboards at a cost of $8,572. 1 large billboard at a cost of $6,685.
RADIO ADVERTISEMENTS 455 ten second ads ran on 21 radio stations for $43,225
SCOOTER SQUADS Scooter Squads reached a total of 310,000 Dallas residents for a total of $29,975
CAMPAIGN SUMMARY Newspaper Ads $15,416 Direct Mail – Apts. $32,883 Direct Mail – Home $21,922 Outdoor Ads $31,508 Radio Ads $43,225 Scooter Squads $29,975 TOTAL $174,929* *Less than $0.08/water customer
Summary of Findings DWU Customers are Already Proactive 77% report disposing of grease or oil in the trash or bringing it to a recycling facility. Assuringly, only 10% report disposing of their grease/cooking oil down the drain. Benchmark Awareness is Good Approximately 4 in 10 are aware of the “Cease the Grease” campaign. Television (39%) and direct mail (32%) are top sources of awareness for the public.
Summary of Findings The Campaign has been Effective Awareness of the campaign translates into significantly higher awareness of both the negative impacts of improper grease/oil disposal, as well as the benefits of proper disposal, disposal tips, and recycling facilities. Reported Blockages in City Pipes as a Negative Impact of Improper Grease/Oil Disposal Reported Sewer Overflows as a Negative Impact of Improper Grease/Oil Disposal Reported Preventing Blockages in City Pipes as Benefit of Proper Grease/Oil Disposal Reported Preventing Blockages in Home Pipes as Benefit of Proper Grease/Oil Disposal Reported Protects Quality of Water as Benefit of Proper Grease/Oil Disposal Have Heard of Collecting Grease/Oil in Container and Disposing of in Trash Tip Have Heard of Recycling Grease/Oil at a City Owned Facility Aware of Facilities that Recycle Grease/Oil Aware of CampaignUnaware All of the above represent statistically significant differences between audiences. N=153N=244
Summary of Findings Room for Continued Improvement More than half of customers in the targeted zip-codes are still unaware of the campaign. Many are still unaware of tips for proper disposal (42%) and of the benefits of proper disposal (38%). Awareness of recycling facilities is still low. 43% of those who are aware of “Cease the Grease” have changed their grease/oil disposal behavior.