Tire Waste Campaign

CalRecycle

Project Details

As part of an effort to reduce tire waste, the California Department of Resources, Recycling, and Recovery (CalRecycle) initiated a statewide public education campaign to increase proper tire maintenance. To help guide the development of the campaign and evaluate its effectiveness, Public Values conducted a residential survey just prior to the launch of the campaign and again 15 months later to compare changes in awareness and behavior over time. Focus groups were conducted to test public service announcements for print and radio.

Outcome

The study documented an increase in the proportion of residents who were aware of proper tire maintenance practices and benefits and tracked positive changes in consumer behavior.