sr-021009-8c~~
c;cror City Council Report
Santa Monica
City Council Meeting: February 10, 2009
Agenda Item: 8 ~
To: Mayor and City Council
From: Kathryn Vernez, Assistant to the City Manager, Community & Government
Relations
Subject: Final Design Concept for the No Smoking Public Education Campaign
Recommended Action
Staff recommends that the City Council-approve the final campaign concepts developed
by Southard Communications for Santa Monica's No Smoking Public Education
Campaign, approve one of the branding and messaging models, and based upon the
review and approval, direct staff to proceed with the execution of a complete public and
business education and outreach campaign.
Executive Summary
Based on the direction from. Council on October 14, 2008, Southard and staff have.
worked to revise the original platforms for the No Smoking Public Education Campaign
to make them more effective and engaging. The primary objective is to communicate
outdoor public areas where people cannot smoke, thereby addressing a
communications problem for businesses, residents, visitors and tourists. The campaign
is meant to raise awareness of no smoking laws-and to inspire voluntary compliance
with the regulations by illustrating the positive effects of compliance on the community.
Southard and staff made refinements to the campaign built on the "Care for Our Air"
concept in order to make it more engaging, developed a new, more engaging campaign
built around a concept called "Smoking Doesn't Belong Here", created design systems
for each campaign, and finalized logo designs for each campaign. In addition, Southard
and staff secured input from a subcommittee of the Cduncil to refine the design and
messaging of the two platforms. Staff seeks Council review and approval of the final
campaign concepts in order to move forward with implementation of the no smoking
public education and outreach campaign.
Background
During the mid-year budget report in the 2007-08 fiscal year, City Council allocated
$150,000 to create a comprehensive public education and signage campaign combining
all of the smoking ordinances (i.e. at the Promenade, Pier and parks) into one cohesive
1
program that assists private businesses to enforce new and existing ,smoking
ordinances. In February 2008, an RFP was issued seeking firms to create and
implement an educational outreach plan and marketing program. The RFP specified
the need for a comprehensive program that targets residents, tourists and regional
visitors, and provides businesses with better signage and a "toolkit" of signage and
materials for businesses affected by the ban to encourage compliance. A review
committee unanimously selected Southard based on its experience designing and
implementing social marketing campaigns and programs; demonstrated ability to create
campaigns that are effective across diverse cultures and backgrounds; and .its
experience working with various non-profit and private companies. At the May 27, 2008
meeting; Council authorized the City Manager to negotiate and execute a contract with
Southard in the amount of $150,000 to design and implement a comprehensive
branding and public education program for Santa Monica's no-smoking ordinances. At
the October 14, 2008 meeting, Southard presented preliminary design concepts for the
campaign and Council members directed Southard to explore and develop more playful,
engaging campaign concepts.
Discussion
In .response to Council's direction, Southard clarified, refined and refocused the creative
approach of the campaign to more boldly brand the City's outdoor smoking effort. "Care
for Our Air" was refined to encompass a more engaging design and messaging
execution. In addition, Southard created a new and more directed campaign built
around the concept, "Smoking Doesn't Belong Here." In rethinking the "Care for Our
Air" campaign, designers sought to bring more attention to the positive community
aspects of voluntary compliance with the City's smoking ordinances. In creating th'e
"Smoking Doesn't Belong Here" campaign, Southard created a platform that uses a
playful and attention-getting approach to communicating the specific intent of Santa
Monica's outdoor smoking regulation. Both campaigns strive to be:
1. Informative -making it immediately clear that the City does not allow smoking in
certain outdoor public areas, as described by S.M.M.C.
2
2. Engaging -capturing attention and making a memorable connection with all of
those who see the campaign.
3. Positive -complementing the City's positive, progressive image. The campaign
elicits compliance for. positive reasons, rather than focusing on negative
repercussions.
The campaign elements work well with the City of Santa Monica's logo and additionally
are effective in a two-color version for municipal signage.
Once Council approves the design concepts, Southard will execute it through the
following elements:
• an information and collateral toolkit for local businesses including window clings,
signage, "friendly reminder" tips, business card "reminders," and an index of
informational resources
• appropriate signage for public spaces (avoiding clutter)
• a launch event art contest
• a campaign website
• advertisements in local print media
• street team promotions
• giveaway items
A revised campaign timeline is attached with business toolkit distribution and .signage
posting occurring in mid March; execution of the Santa Monica schools art contest
occurring February through May; street team outreach occurring throughout May and
June; and reporting of final results from the post-campaign survey occurring in July.
Financial Impacts & Budget Actions
On May 27, 2008, City Council authorized the execution of a contract with Southard
Communications in the amount of $150,000 to design and implement a comprehensive
branding and public education program for Santa Monica's no-smoking ordinances.
Funds for the contract are budgeted in account 01207PY.578671; no additional budget
or financial actions are necessary.
3
Prepared by:
Kanani Brown, Intern, City Manager's Office
Approved: Forwarded to Council:
Kathryn Wernez v P. arr Ent Ewell
Assistant to the City Manager Ci anager
Community & Government Relations
Attachment A: No Smoking Public Education Campaign Revised Timeline
4
Attachment A
City of Santa Monica
No Smoking Public Education Campaign
PR Activity -Revised Timeline (JAN 09)
Campaign presentation to City Council for approval
Feb. 10
Collateral approval by CMO Feb. 20
Bust~eessTaoMDr~trrtz€itmn = ~ [yfar "13
Press kit materials development Feb. 23 - 27
Presskttmatersalssubre~tttedto~CMF?forapprava} _ u ;Mar 2'
Signage posting by public works Mar. 16 - 20
FrnaF.aPP~vat o~ presg krtrttate~iajs (iyCMO ~. ~~ _ ` iYAar` 5
Art contest execution plan submitted to CMO Feb. 18
Art contest eicecutron ptan approva[ 6y CIVIO ,, :. `<' '. _:;'. : Feb 23E
Art contest materials development Feb. 23 - 26
Art.cgintest materralsappr6vat by, CM0 . _ `:4ftlar. 2`
~
Art contest judge solicitation Mar. 3 - 13
Ark`contestnotif'rrcaticin(saticnatronoutreacti,taschools` " „ NJar 3 6
Art contest implementation at schools Mar. 16 - 27
Art contest entry renept and processing ; , .. _ Mar 3E}- Apr 3
_,
Art contest virtual judging Mar. 30 -Apr. 10
. ;.
Artcbntest~dtiltratiori/cvinrier~dent~¢atron ~
Apci~3 1~'
Panel artwork production & affix to Big Blue Bus
_e Apr. 17 -May 1
SIWM€FSD Spnrrg;8reafc ; _ A~F rr :1Z
Art contest winner press conference & bus unveiling May 07
Streetteam gyccle}iires grid appearanceschedute development Apr 29,_- May 1"
Street team guidelines and appearance schedule proposal to CMO May 04
Street team gyidetmesiand appearance scfiedute apprnvat byCMO: , Nlay 06
Street team development and training _.
May 11- 21
MemQrraEOay:';.~~~ _ _. ~ _ - _ ~ u_ _ ~cNFay
Street team in action in Santa Monica during weekends May 23 -June 28
Ongo~g rne~a ~ratatioits Gfor'oueraH campaign $r art eotftest} MayB,. lufy ~f?i
Post-campaign consumer survey July 13 - 24
Fiitaf:,results reportirigand suceesi:measurementpresegtedtaCiV1O , „ .' `. JuIy37'
Additional attachments
available for review in the
City Clerk's Office