AgdaPkt 2018-04-23 Joint SA PFA - Laserfiche WebLink

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ANALYSIS Given that increased enforcement has not deterred illegal fireworks use in the past, staff recommends a comprehensive education campaign to seek assistance from the community and increasing the administrative fines associated with illegal fireworks use. Education Campaign Fire, Police and City Manager’s Office Communications staff have developed an outreach campaign to inform, educate and deter the public from using illegal fireworks. The proposed plan utilizes best practices, and includes physical signs, digital communications using social media and email, and other communications and community engagement efforts. The campaign will focus on peak periods for illegal fireworks use: Memorial Day, Independence Day and New Year’s Eve. Physical Signage and Mailed Information: Banners (in English and Spanish) will be developed and placed at fire stations and other key locations to inform the community that the use of fireworks is illegal. City staff will distribute flyers (printed and digital) to all City facilities and share through community networks including Neighborhood Associations, Redwood City 2020, local schools, parent groups, faith-based groups, non-profit partners and more. Lawn signs will be available for neighbors and posted along city right-of-ways. Signboards will be set up in specific areas of the city with the highest calls for service. Information will also be included in the next mailed City newsletter. Staff will ask San Mateo County to help share information with their neighborhood networks as well. Digital Marketing, Social Media: Staff will utilize existing social media channels, including Nextdoor, to share information about the risks and penalties of using illegal fireworks. In addition, staff is developing a campaign with our local movie theater to advertise a public service announcement about the risks of illegal fireworks. Staff will also request that the Redwood Shores Community Association post information on their new electronic sign boards in advance of Memorial Day, Independence Day and New Year’s Eve. Communications and Community Engagement: Staff will develop news announcements to inform media about the risks of fireworks, the potential changes to local ordinances/new fines and current enforcement efforts to share information through local media outlets. In addition, staff will develop messaging for Neighborhood Association leadership to share through their networks and encourage their neighbors to pick up and display lawn signs. Staff will also request that the Pilot magazine include information about the risk of fireworks in their June and July editions. Information collected through Emergency 911 reporting remains our best portal for automated data 8.B. - Page 4