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      Department of Public Works Bureau of Sanitation

The City of Los Angeles Stormwater Public Education Program is a pollutant-specific outreach effort, designed to reach polluters through a variety of outlets with similar messages – to ensure exposure and increase behavior change. Within this integrated outreach program, each outreach activity supports the others – building a web of public education reaching target audiences with pollution prevention tips.

Program Goals

The goals of the City of Los Angeles Stormwater Public Education Program are:

1. Meet requirements of NPDES Permit:

  • INCREASE KNOWLEDGE – To measurably increase the knowledge of the target audiences regarding the MS4, the impacts of storm water pollution on receiving waters, and potential solutions to mitigate the problems caused;
  • CHANGE BEHAVIOR – To measurably change the waste disposal and runoff pollution generation behavior of target audiences by encouraging implementation of appropriate solutions;
  • REACH A DIVERSE AUDIENCE – To involve and engage socio-economic groups and ethnic communities in Los Angeles County to participate in mitigating the impacts of storm water pollution; and
  • IMPLEMENT A PUBLIC/BUSINESS/EMPLOYEE EDUCATION PROGRAM THAT MEETS PERMIT REQUIREMENTS

2. Reduce polluting behaviors to improve quality of receiving waters

3. Position the City of Los Angeles as a national leader in Stormwater Public Education

Target Pollutants

The target pollutants for the Stormwater Public Education Program are identified in the NPDES Permit requirements for the City of Los Angeles as:

  1. Trash
  2. Indicator Bacteria
  3. Nutrients (N)
  4. Pesticides

Target Audiences

To effectively deliver public education messages and change behavior, the City identified the Program’s target audiences based on each target pollutant. The City evaluated data from two Los Angeles County public surveys, (1997 Stormwater Segmentation Study, and 2000 Stormwater Interim Segmentation Study) and identified the target groups most likely to contribute to each target pollutant and most likely to change their behaviors.

The following lists the demographics and sub-groups associated with each target pollutant:

  1. Trash
    • “Rubbish Rebels” — males ages 18-25
    • Fast food restaurant customers
  2. Indicator Bacteria
    • “Neat Neighbors” — family-oriented homeowners ages 25-54
    • “Rubbish Rebels” — males ages 18-25
    • Pet owners
    • Septic system owners
    • Horse owners
  3. Nutrients (N)
    • “Neat Neighbors” — family-oriented homeowners ages 25-54
    • “Fix-it-Foul-Ups” — do-it-yourselfer males ages 35-65
    • Pet owners
    • Home gardeners
    • Septic system owners
  4. Pesticides
    • “Neat Neighbors” — family-oriented homeowners ages 25-54
    • “Fix-it-Foul-Ups” — do-it-yourselfer males ages 35-65
    • Home gardeners
  5. PAHs
    • Applicable industries are targeted under the City’s Stormwater Inspection Program
    • The City’s Used Oil Recycling Public Education Program supplements this business outreach. The target audience for this campaign is:
    • Males ages 25-29 and 45-49

Program Messages

Summary of Activities