Step 6: Develop a Tailored Communication Strategy

Idling Reduction Campaign Messages from Across Canada

“Healthy Communities Don’t Idle!” – Climate Change Connection, Manitoba
“Idling Stinks!” – Green Venture, City of Hamilton, Ontario
“Be Idle Free and Ski” – My Sustainable Canada and Ontario Snow Resorts Association
“Be Air Aware – Idle With Care” – Sustainable Calgary
“Spare the Air” – Niagara Parks Commission, bus/fleet campaign
“All it Takes is the Turn of a Key” – GTA Clean Air Council, Greater Toronto Area
“Idling Gets you Nowhere” – GTA Clean Air Council, Greater Toronto Area
“Think Idling is Harmless? Think Again” – Climate Change Central, Alberta
“Stop Idling. It’s Not Complicated” – Citizen’s Advisory Committee on Air Quality, Region of Waterloo

The following case studies illustrate two approaches to tailored communication strategies as part of an idling reduction campaign.  These and other case studies showcased in this guide can help generate ideas as you work through Step 6 (Develop a Tailored Communication Strategy) of your campaign.

Captain Oxygen and Dirty ‘Airy in Ottawa Schools
Target Audience & Location: Parents and Broader Community; Schools
Communication Tool: Comic Book Characters

Comic book characters Captain Oxygen and Dirty ‘Airy are just two of the many features of a truly unique school-based idling reduction program developed by the City of Ottawa and Friends of the Earth (FOE) to target elementary school-aged children.  The Ottawa partnership produced a kit full of fun and educational activities that can be easily implemented at schools.  The tool-kit contents included:

• Chester the Car: Adventure in the Idle-Free Zone and Captain Oxygen: the Battle for Clean Air comic books;
• An “Idling Gets You Nowhere” poster featuring Captain Oxygen;
• Ideas for outreach to parents of elementary school-aged children and the broader community;
• Tools such as brochures, fast facts, newsletters, radio-spots, and a “how to” on throwing a fair;
• Curriculum Connections containing activities appropriate for classroom and club use with projects in arts, language, drama, social studies, mathematics, and science and technology;
• Games that promote the idling reduction message, including a maze, word searches, crosswords, matching games, and colouring pages; and
• Tips on how to monitor the success of implementing the activities, including a reporting and measuring form.

For additional information about the Ottawa campaign, see the Service Ottawa News Release Website

Canadian Petroleum Products Institute (CPPI) Campaign in Mississauga
Target Location: Gasoline Stations
Target Audience: Motorists/Gasoline Consumers
Communication Tools: Posters, Air Fresheners, Information Cards, Window Decals, Signs, Sandwich Boards, Bedia campaign, T-shirts.

A joint project of the Canadian Petroleum Products Institute (CPPI) and Natural Resources Canada, the campaign was designed to target drivers at gasoline stations in Mississauga, and remind them to turn off their vehicles if stopped for more than 10 seconds. More than 50 Esso, Petro-Canada, Shell, Sunoco, and Canadian Tire stations were involved in the project. The central message communicated to motorists highlighted that reduced idling can save fuel and money. During the two-week campaign, over 11,000 drivers were approached, and the response was overwhelmingly positive, with 86% of drivers willing to discuss idling issues, and over 80% making a commitment to reduce idling.
As part of their campaign, CPPI recognized that the communication platform must consider a holistic approach, honing in on the importance of engaging consumers in a dialogue that makes a link between their fuel consumption practices, personal transportation spending and effects on the environment. The following communication and outreach tools were used:

• Posters and banners were hung in areas of the gas station that were highly visible to passing motorists and those entering the station;
• Distributing “Idling Gets You Nowhere” air fresheners to drivers;
• Distributing “Idling Gets You Nowhere ” information cards, which included five simple steps individuals can take to reduce unnecessary idling, as well as a link to NRCan’s Idle-Free Zone Web site;
• Providing vinyl window decals to motorists who made a public commitment to turn off their engine when parked;
• Placing “Idle-Free Zone” signs in gas station parking areas;
• Setting up “Meet the Idle-Free Crew” sandwich boards at gas station entrances;
• Running newspaper, transit shelter and radio advertisements;
• Using student “ambassadors” to engage drivers; and,
• Ensuring campaign ambassadors were all wearing “Idling Gets You Nowhere” hats and T-shirts to give the campaign a uniform appearance.