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| CLIENT: |
St. Louis Regional Clean Air Partnership, American Lung Association |
CHALLENGE:
Environmental concerns are top of mind in many communities - especially in St. Louis where a major construction project is underway. Vehicles idling for extended periods of time during construction-related traffic delays are a major concern for local clean air advocates. The American Lung Association and the St. Louis Regional Clean Air Partnership united to proactively educate the public of simple steps to take to reduce emissions and promote cleaner air in general.
 SOLUTION:
Emmis Community Outreach created the I-64 Clean Air Challenge which encouraged radio listeners to take a pledge for clean air. The pledge included tasks which the citizen agreed to perform in order to better air quality. As an incentive, anyone who took the pledge was automatically entered to win an all-expenses paid trip to Riviera Maya, Mexico.
Through on-air commercials and online elements, listeners were driven to one of four KHITS 96 live broadcasts at retail locations along the I-64 construction project. While there, listeners took the pledge and automatically received great prizes like movie passes, concert tickets, and much more.
RESULT:
As a result of the partnership, more than 400 people pledged to do their share for clean air. The St. Louis Regional Clean Air Partnership also received a great deal of public awareness because of the campaign. The American Lung Association was able to carry out its mission to prevent lung illnesses due to poor air quality. Working together, we are improving air quality for all of St. Louis.
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