Stormwater home page City of Los Angeles home page
      Department of Public Works Bureau of Sanitation

The City of Los Angeles Stormwater Education Program implemented the following outreach activities and is arranged by permit requirements. Although the City of Los Angeles is not specifically required to comply with the requirements of the Principal Permittee, for several activities the City has implemented supplemental public education outreach. These efforts are detailed below.

Support for Los Angeles County PIPP Activities

Requirement: Principal Permittee – NPDES 4.B.1.c.1.:

– “Continue to implement the following activities that were components of the first five-year PIPP:

  • Advertising
  • Media relations
  • Public service announcements
  • ”How To” instructional material distributed in a targeted and activity-related manner
  • Corporate, community association, environmental organization, and entertainment industry tie-ins
  • Events targeted to specific activities and population subgroups”

Outreach Summary

  • Advertising
    • Targeted Mass Media Advertising Campaigns
    • To reach all polluting subgroups with pollution prevention messages through a region-wide campaign, the City of Los Angeles implemented two annual advertising campaigns during FY 01-02.

For each campaign, the City created a strategic media plan, identifying the most effective time period for the advertising campaign and the most applicable advertising mediums (see Appendix A: Media Plan Flowcharts for 2001 and 2002)

Both campaigns used advertisements developed previously for the County of Los Angeles (see Appendix A: Print Advertisements, Billboard Advertisements, and CD with Radio Advertisements)

The print and outdoor advertisements featured “Warning Signs” attached to seemingly harmless pollutants and included how-to tips for proper disposal

The radio advertisements highlighted the possible effects of stormwater pollution and provided how-to tips for disposal of potential pollutants

The 2002 campaign added placement of advertisements (color versions of the print advertisements) on the internal panels of MTA buses (see Appendix A: Bus Advertisements)

During Summer 2001 (March – August), the City partnered with Los Angeles County to implement a joint mass media advertising campaign

This partnership resulted in a 19-week $1.2 million dollar advertising campaign which included:

Pollutant-specific 60-second radio spots and 10-second radio traffic report announcements

Reach: Of the 5,454,800 Adult 25-54 radio listeners in the Los Angeles MSA (metro survey area), it is estimated that approximately 76.4 percent heard the advertisements at least once

Frequency: Adult 25-54 listeners who heard the advertisements heard them an average of 23 times

Pollutant-specific print advertisements ran 85 times in regional papers and La Opinion

During Summer 2002 (June – October), the City planned and implemented a 21-week, over $300K mass media advertising campaign which included:

Pollutant-specific 60-second radio spots and 10-second radio traffic report announcements

Reach: Of the 5,351,205 Adult 25-54 radio listeners in the Los Angeles MSA (metro survey area), it is estimated that approximately 54% percent heard the advertisements at least once

Frequency: Adult 25-54 listeners who heard the advertisements heard them an average of 1.7 times

Pollutant-specific print advertisements ran 46 times in regional papers and La Opinion

Pollutant-specific billboard advertisements appeared in approximately 202 locations

Approximately 1,220 pollutant-specific cards appeared on interior panels of MTA buses