Automobile Emissions and Safety Testing
To launch a new statutorily-required statewide automobile emissions testing and safety program, we worked for a private government contractor to assist with a public education campaign.  A two-tiered communications strategy was developed, targeting automobile owners with information about program requirements and service station owners with reasons to join the program as an official inspection station.  Using public opinion research, various marketing materials were created including: message platforms, a media kit, web copy and printed collateral. Additionally, a series of public information forums for the general public and service station owners were planned and held. Editorial briefings and proactive earned-media efforts were undertaken to further publicize the program. The public information campaign, which took place during the four-month period prior to the new law taking effect, was recognized by the Publicity Club of New England with a prestigious Bell Ringer Award for Public Affairs.