Emissions Testing Program Launch
With newly tightened auto emission regulations from the Federal EPA, metro Atlanta was faced with the possibility of losing millions in Federal road dollars, due to poor air quality from auto emission. While research showed that only 57% of consumers were in favor of a new emission testing program, several state officials faced re-election and were worried about backlash from the Federally mandated program. The campaign educated consumers about ozone, poor auto emissions and the new testing program. Concepts were fun, up-beat and used analogies that demonstrated the effects of our poor air quality. The campaign included TV, radio, print, website, direct mail, collateral, logo design, stickers and certificates The program received the highest approval rating ever recorded for a government mandated program, with an 87% approval from consumers. This program was the first of its kind and is now used as the model by which all emission programs are developed.