Daily Archives: April 21, 2009

Transmitting Information

Awareness about the benefits of smokefree spaces is high, and many states and cities have adopted smokefree workplace laws and clean indoor air acts in public buildings. But even as these policies protect workers, customers and other visitors, many more people–including children–are exposed to secondhand smoke in the home. In Oregon, property owners have voluntarily gone smokefree, and now the legislature is considering a bill that would require landlords to disclose, in writing, whether smoking is allowed in their buildings. In Vancouver, Washington, creating smokefree policies directly supports the city’s sustainability plan, which states: “A sustainable society must support the economy while protecting the environment and promoting social equity.” Smokefree policies accomplish all three. 

The American Lung Association of Oregon is here at the Green Cities conference talking to city leaders about why and how to create smokefree housing–and other smokefree spaces–through voluntary action or policy change. This is the third phase of MG’s Public Will Building framework, transmitting information about what people can do about a problem, helping them become knowledgeable about the opportunities for change and where they can plug in. ALAO and the tobacco prevention movement have already moved through phase one, framing the issue, by shifting the tobacco discussion away from the tobacco industry’s “smokers rights” stand to a “right to breathe” position built on the science of health risks of secondhand smoke. In phase two, they successfully raised  awareness of the dangers of secondhand smoke and are now raising awareness of the risks of smoking at home. Now it’s time to create action and change.

ALAO is transmitting information through outreach at places like this conference, direct conversations with property owners, moblization of tenants to express their desire for smokefree living, legislative advocacy and tools for change, including a toolkit for property owners to help them go smokefree (http://www.lungoregon.org/tobacco/smokefree_housing.html). It’s a positive move for municipalities and property owners, since 75% of people prefer to live in smokefree housing, yet only 26% of renters live in a guaranteed smokefree environment (according to a Portland-area study). Creating smokefree policies is affordable, environmentally friendly, sustainable and legal. 

Beyond housing, ALAO has resources to help cities create smokefree colleges, workplaces (including bars and restaurants), events and outdoor areas, and hospitals. As National League of Cities Director Ken Rosenfeld said, “Being green…is about managing resources, being fiscally responsible, looking out for the health and welfare of every citizen.” For cities working to promote green, sustainable, healthy living, expanding smokefree spaces is a logical and valuable step to eliminate secondhand smoke exposure and the environmental and health effects of tobacco use.

Building Awareness

Day two at Green Cities and we’ve already had an interesting conversation that touches on the question of building awareness. RoofRay, an online service that calculates for homeowners how much money they can save on their utility bills if they install solar panels on their roof (www.roofray.com), asked how they could effectively share information with people about the benefits of solar AND inspire those folks to figure out if it’s the right choice for their own households. 

Building awareness is the second phase of MG’s Public Will Building Approach, or raising awareness about an issue or need in a community through outreach aimed at educating, raising awareness and building interest about the issue by connecting it with existing core value(s) of priority audiences.

To increase awareness about their service (and the economic and environmental benefits of solar energy) from industry to mainstream consumers, RoofRay is currently working on a direct mail campaign.

We discussed the possibility of raising awareness using an integrated approach of grassroots outreach and traditional media techniques. Grassroots outreach provides direct person-to-person communication to connect the issue to existing values and perhaps most importantly gives your intended audience a chance to ask questions and reflect back to you what they need in order to take action. In essence, it gives your audience the opportunity to become engaged and to take ownership. Traditional communication tools such as media relations and advertising reinforces the work being done directly with audiences by creating a landscape in which your message is heard frequently and from many different sources. This gives champions a fertile environment to connect to others who are ready and willing to enter into the conversation.

For RoofRay, combining their direct mail campaign with traditional marketing (hey they’re at Green Cities – they’re already doing this!) and outreach to key community groups gives them more opportunities to work with and connect with others who looking at solar technology as a green solution.

It was a great conversation and their co-founder said he plans to read Metropolitan Group’s Public Will Building article on the plane on his way home. If you want to read this article, visit www.metgroup.com or visit us at booth #424!

Green City Confidential in DJC

Portland’s Daily Journal of Commerce covers Green City Confidential in today’s issue.