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

Public Relations Society of America 2003 "Prism Award of Excellence
Awarded to City of Los Angeles’ Used Oil Public Education Program

The Los Angeles Chapter of the Public Relations Society of America awarded the City of Los AngelesÕ Used Oil Public Education Program its prestigious 2003 Program Excellence Award for developing a unique bilingual public education program that partners with car clubs and strategically directs its message at automotive do-it-yourselfers who may be illegally dumping their used motor oil.

ÒDistributing outreach materials at a time and place where do-it-yourselfers are thinking about their cars is an important component of the program,Ó stated Shahram Kharaghani, Watershed Protection Division (WPD) Manager. ÒTo achieve this, WPD distributed information at car shows when do-it-yourselfers are getting ideas for car projects,Ó continued Kharaghani. WPD partnered with 13 local car clubs whose members brought their fixed-up cars to the car shows and distributed the used oil-recycling message on behalf of the City. These messengers along with the campaign theme built an image for the campaign as well as credibility with the audiences.

The partnerships also multiplied the number of people promoting the message. Car club staff members reached over 76,000 car enthusiasts while attending local car shows. These car club partnerships also proved significant in leveraging the campaignÕs budget. Through these partnerships, the Watershed Protection Division was able to expand the number of do-it-yourselfers reached without an increase to the budget. The cost savings to the program equaled $9,000.

If you would like more information about the CityÕs Used Oil Recycling Program, please call (323) 342-1570. If you are interested in receiving information on the used oil recycling center nearest you, please call (800) CLEAN-LA.

Pictured: (left to right): Board of Public Works Commissioner Ronald Low, Stormwater Program Manager Shahram Kharaghani, Commissioner Janice Wood, Stephen Groner, Groner and Associates, Michael Mullin, Joyce Amaro, Stormwater Program, Valerie Lynn Shaw, BPW President, and Commissioner Cynthia Ruiz.