Los Angeles County Department of Public Works/Household Hazardous Waste

LGI Communications was selected by the Los Angeles County Department of Public Works to develop a comprehensive public education campaign to reach Los Angeles County’s more than 9 million residents and convey information about household hazardous waste – a concept not readily understood. The campaign needed to motivate residents to participate in Household Hazardous Waste Roundups, purchase wisely, and store hazardous household products safely.

LGI developed and implemented a comprehensive Household Hazardous Waste public education program, "Use It Up. Clean It Up. Round It Up. – Dispose of Household Hazardous Waste the Right Way," for the Los Angeles County Department of Public Works.

The social marketing program was designed to: inform Los Angeles County residents about the responsible handling, storage and disposal of Household Hazardous Waste; promote the message of source reduction; and encourage participation in free Countywide collection events. These objectives were met in part through the development of effective communications/educational materials that motivated target audiences to take action.

The program’s target audiences included: LA County residents of all ethnicities; retailers who sell Household Hazardous Waste products such as automotive, paint, pesticides, or toxic products; residential communities; school systems; civic and religious organizations, and key opinion leaders/policymakers.

With a team of six subcontractors (including a firm specializing in ethnic community outreach), the LGI team developed strategies that served to ensure a successful program. The team’s unique grassroots approach included: creating culturally relevant materials and themes to resonate across all ethnic communities; working with community organizations, nonprofits and government agencies to disseminate collateral materials and key messages; establishing public-private partnerships with large retailers, corporations and trade associations; securing editorial board meetings with local media; strategic print and electronic media placements (including ethnic and urban outlets); and development and placement of radio and cable Public Service Announcements in English and Spanish.

Compelling, multilingual materials (posters, magnets, and brochures) were created and produced in English, Spanish, Mandarin Chinese, Korean, and Vietnamese. Incorporated into all campaign materials was the new toll-free Los Angeles County Environmental Hotline, 1-888-CLEAN-LA.

To empower thousands of "foot soldiers," the LGI team presented the campaign at more than 120 community meetings and events, directly reaching more than 800,000 Los Angeles County residents. As a result, community organizations were identified as distribution points for collateral materials, camera ready newsletter articles, bill stuffers and print advertisements. These groups included PTAs, religious institutions, supermarkets, housing projects, Los Angeles County and City libraries, hospitals, Automobile Club of Southern California offices, LA County Fire Departments, chambers of commerce, homeowners associations, and public agencies.

In campaign research, 71% of County residents were found to hold manufacturers responsible for information on Household Hazardous Waste. This data informed LGI’s strategy to garner the support of public-private partners, which gave rise to an unprecedented communications approach for the County.

Campaign partners distributed collateral materials to their customers and constituents. They also donated the production and distribution costs of specialized program collateral, including campaign paint sticks, oil funnels, grocery bags, and coupon savers, all bearing the campaign slogan, 1-888 phone number, and key messages. Through such innovative point-of-purchase products, the campaign collectively reached an additional 5 million LA County residents.

Corporate partners included Home Depot, ARCO, Ralph’s Stores, Lucky Stores, Inc., the Vons Companies, Inc., Western States Petroleum Association, the Soap and Detergent Association, California Grocers Association, and the Los Angeles Dodgers.

The campaign generated media exposure equivalent to $4 million in paid media – significantly multiplying the County’s public education budget of $800,000 by five times. For this undertaking, the campaign won a Prism Award – a top honor in the public education program category from the Public Relations Society of America.

Other LGI environmental success stories include the City of Los Angeles Curbside Recycling, and many others.