1. Colorado’s Responsible OHV Rider Campaign Jack Placchi Colorado State Parks

2. A problem … and creative response u State of Colorado target of increasing pressure to better protect OHV trails. u Some problems were real … some were result of over-blown negative perceptions. u Creative approach taken … State of Colorado reached out to both OHV recreationalists and dealers … as well as active environmentalists.

3. Results of cooperative discussion u Historic coalition was formed … and the rhetoric was turned down … u Better understanding created among parties … u Agreement to launch public awareness or education campaign that would meet the needs of both the recreationists and the environmentalists.

4. Campaign Needed … First step -- learn the facts u State Parks Trails Committee … provided an unprecedented $250,000 grant. u Decision to engage professional communications and opinion research firm - Monaghan & Associates. u Parties agreed to take fresh look at the issue. Other state programs reviewed and focus groups conducted to better understand OHV rider behavior.

5. Research and analysis results - somewhat surprising u Contractor conducted interviews … reviewed other OHV programs and conducted focus group research. u Finding: Coloradans have fierce pride in their state and environment. u Finding: “Education” has done its job. Everyone already knows the right thing to do... u Finding: … and majority of riders are “responsible.”

6. Research and analysis results - somewhat surprising u Finding: However, even “responsible” riders confess to some occurrences of riding off-trail. u Finding: Additional facts & more education do not seem to change behavior … u Finding: … neither do threats of trail closure. u Finding: Responsible riders allow themselves off- trail “just this once.”

7. Research and analysis results - somewhat surprising u Finding: However, riding behavior is at its best … most responsible … and most consistent -- when kids are involved.

8. Tremendous influence of kids !! u Parents (and other adults) take their roles as mentors very seriously … seem to have”zero tolerance” for misbehavior around young people. u Parents expect other adults to exhibit responsible riding when in charge of their kids. u Issues of responsible riding and rider safety are very much intertwined … particularly in the minds of teens.

9. Tremendous influence of kids !! u Older Colorado teens … have clear sense of what’s right … and what’s wrong on the trail. u They value Colorado’s environment. u And take safety and proper trail behavior very seriously. u Focus group indicated … older teens would relish a leadership role.

10. Defining success … u Goal: Begin building a culture of responsible riding … just as anti-liter efforts did decades ago. u This requires: Strong, compelling and legitimate “thesis” or message. u Also requires: Repetition … multiple points of reinforcement.

11. The Result: OHV Responsible Riding Campaign u Begin building a culture of responsible riding throughout state. u Targets riders who act responsibly 80% of the time …push toward 100%. u Also targets young riders and new riders in Colorado.

12. The Result: OHV Responsible Riding Campaign How a culture of responsible riding can be developed … u Position responsible riding as a Colorado value. u Make the claim … say “it’s so” … without offering elaborate arguments. u Build campaign around perspective of teen riders. u Provide multi-facet campaign … anchored by strong television spots.

13. Campaign Elements u Teen panel - provides advice … act as spokespersons … appear in television spots. u Strong PR elements - e.g. Teen Panel creates annual award for adults who have mentored young OHV riders. u Direct contact with OHV enthusiasts. u Strong television ads featuring kids … aimed at all riders … and a little zany.

14. Example of TV Spot: “The talk that never happened” Scene 1 Spot opens with lots of action shots … close- ups … “hot” music. Two riders on ATV … a father and son … come into view.

15. “The talk that never happened” Scene 2 Riders stop on trail. Father obviously con- sidering going off the trail. [Father-”thinking”] “hmm … just this once.” [

16. “The talk that never happened” Scene 3 [Son – “thinking”] “Dad …what in the world are you thinking!”

17. “The talk that never happened” Scene 4 Animation creates a set of tracks across the untouched valley. [voice] “Just this once …”

18. “The talk that never happened” Scene 5 Animation speeds up and dozens of tracks are created across the valley. [ mantra-like voices] “Just this once … just this once … just this once … just this once..”

19. “The talk that never happened” Scene 6 Camera focus on father - who is sweating and looking horrified. [ Father speaks aloud] “Wait … Wait … Stop!”

20. “The talk that never happened” Scene 7 As father yells “stop” … animation is reversed at high speed and valley is magically unmarked. [Father aloud] “Whew … I’m glad we had that little talk!”

21. “The talk that never happened” Scene 8 Son turns to camera … “Hey … this is Colorado … here … we stay on the trail.” Scene 9 Father - son ride off on trail … logo/slogan appear. Stay the Trail