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Long-Term Ti 7.1.D. - Page 31 <br /> around the region.The pitch included information on the litter caused by plastic bags. <br /> Information ran on KBAY, KCBS and on eight Bay Area Patch.com sites. <br /> Implemented after MRP Effective Date and Prior to July 1, 2014: <br /> In addition to the public education and outreach programs implemented after the adoption of <br /> the MRP,the City is currently implementing or planning to implement the following public <br /> education and outreach control measures that were initiated after the MRP was adopted. <br /> BASMAA Youth Outreach Campaign (Regional) <br /> Through participation and funding of the regional BASMAA Youth Outreach Campaign,the City <br /> is implementing an outreach campaign designed to reduce littering from the target audience in <br /> the Bay Area.The Youth Outreach Campaign was launched in September 2011 and aims to <br /> increase the awareness of Bay Area Youth (ages 16-24) on litter and stormwater pollution <br /> issues,and eventually change their littering behaviors. Combining the ideas of Community Based <br /> Social Marketing with traditional advertising,the Youth Campaign aims to engage youth to <br /> enable the peer-to-peer distribution of Campaign messages.The Campaign will at least run <br /> through FY 2013-2014.A brief description of the Campaign activities is provided below: <br /> • Raising Awareness: The Campaign is raising awareness of the target audience on litter and <br /> stormwater pollution issues. Partnerships with youth commissions,high schools,and other <br /> youth focused organizations have been developed to reach the target audience. Messages <br /> targeted to youth have been created and distributed via paid advertising,email marketing, <br /> Campaign website and social networking sites (e.g.,Facebook and Twitter). <br /> • Engage the Youth-The advertisements encourage the audience to participate in the Youth <br /> Campaign by joining a Facebook page, entering a contest,taking an online quiz,etc.,and <br /> providing their contact information.At the beginning of FY 2012-2013,a video contest was <br /> launched to get Bay Area youth further involved in the Campaign.An online voting system <br /> was used to select the winning entry. Media advertising was conducted to promote the <br /> winning entry. <br /> • Change Behaviors: To move the audience along the behavior change continuum,the <br /> Campaign is using electronic platforms such as email marketing and social networking <br /> sites to encourage participants to engage in increasingly more difficult behavior changes, <br /> such as participating in a clean-up, organizing a clean-up,etc. <br /> • Maintain Engagement: The Campaign continues to interact with the target audience <br /> through email marketing and social media websites. <br /> The Youth Campaign includes a pre and post campaign survey to evaluate the effectiveness of <br /> outreach.The pre-campaign survey was conducted in FY 2011-2012 and the post campaign <br /> survey will begin in FY 2013-2014. Other evaluation mechanisms,such as website hits, number <br /> of youth engaged in the Campaign's social networking website, etc.are also being used to <br /> evaluate its effectiveness in increasing awareness and changing behavior. <br /> Activities in FY 2012-2013 included maintaining the website www.BetheStreet.org, Facebook <br /> page,and Instagram account.A video contest asking participants to submit their best anti-litter <br /> video was also conducted.The"Be the Street" campaign received 52 entries in response to the <br /> contest.The winning video was promoted on television, Pandora (online music site),YouTube, <br /> Google,and Facebook. <br /> 23 <br />