Used Motor Oil Recycling Program
LPC has served as both a direct contractor and a subcontractor for this program. Responsible for launching the first ever county-wide program designed to educate the Chinese community about the importance of recycling used motor oil. Conducted qualitative and quantitative research via phone surveys and focus groups. Designed radio and print advertising campaigns to deter dumping of used motor oil and to motivate Asian do-it-yourselfers to bring used oil to collection events. Through a combination of grassroots outreach and partnerships with local CBOs, the County Clean LA hotline experienced a 100% increase in incoming calls and inquiries. Applied aggressive media relations strategies via print, radio and television to garner over 100,000 media impressions, and generated record-setting amount of used motor oil collected for the state's small events collection (a series of state records in the amount of used oil collected at mobile events). The media outreach program received a PRism Award from the Public Relations Society of America-Los Angeles Chapter and a National County Agency Award. The program was integrated into the Block Grant program, where LPC served to further refine and test new outreach strategies, including reaching car enthusiasts and do-it-yourselfers at their organizational events, such as "Hot Import Night" and bring-your-own-car racetrack events.
When this program was transferred over to the Block Grant program, LPC continued to work with the County by organizing a series of successfully mobile collection events that consistently collected the largest amount of used oil within the State for any small events. Most recently LPC conducted a pilot program targeting the Korean community at the Rowland Heights collection events and attracted a sizeable number of first-time recyclers from the Korean community. In addition to traditional media advertising, LPC also piloted the use of restaurant placemats as outreach tools to the ethnic community, which was proven effective.
Additionally, LPC designed and conducted focus research of used oil recycling behaviors and attitudes among the Korean, Vietnamese and Cambodian communities. The research established the need for and formed the foundation of our application for this grant opportunity. CIWMB recognized the merit of our work and awarded the County the funding to target the unreached communities through public education and communication programs.