Communications Campaigns
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Nov 24, 2024
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Communications Campaigns: Creative Approaches and Tools 2021-2022
The Bristol Clean Air Zone
| Word Count: 3333 | July 12, 2022
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Table of Contents
Introduction
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The Issue & Context
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3
Campaign aims and objectives
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5
Identified Target Audiences
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6
Bristol City Council’s Engagement and Communications Approach
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Monitoring and Evaluation of campaign strategy
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Evaluation of campaign theme
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Introduction
The paper outlines the campaign strategy for the Bristol Clean Air Zone. Most of the
population in Bristol is living in polluted air that is damaging their health. The most affected
include children, people with underlying health conditions, and older people. The government
has established a legal limit for air pollution and needs a functional communication strategy to
ensure that Bristol realizes the set limit in the shortest timeline possible. The campaign will begin
on November 28, 2022, and an effective communication strategy is needed to prepare the target
population for the change. This report establishes the context of the campaign, campaign aims
and objectives, the target audience, and ways of communicating the campaign. It also develops
the timeline and tactics and the evaluation criteria that will be used to assess the campaign's
effectiveness. The Issue & Context
The United Kingdom regulates air pollution in all 43 reporting zones based on legal
mandates. The legal mandate is that nitrogen dioxide concentration and particulate matter smaller
than 10
m should not exceed 40 μg per cube meter measured annually. The UK applies Defra's
PCM model for all its air quality reporting to evaluate legal compliance in its different zones. In
2019, 34 of 43 UK zones, including Bristol, reported excessive annual mean values for N02
(Response Source, 2021). Exhaust fumes from vehicles and automobiles contain nitrogen oxides
that harm human health even in small quantities. The nitrogen oxides are produced during the
combustion of diesel and petrol in vehicles. NO2 gas irritates the respiratory system and affects
the functioning of the lungs. Tiny particles of NO2 dissolve into the blood and affect the
functionality of the brain, heart, and other body organs. Particulate matter is dangerous to
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vulnerable people, especially those with underlying health conditions. The UK government-
directed Bristol to reduce air pollution by establishing a clean air zone (CAZ). Bristol's CAZ will
be launched on November 28, 2022. Vehicles with high emissions of gas pollutants will be
restricted but not banned from entering Bristol City. Among the measures taken is charging most
emitting vehicles a daily fee to allow them into the city. This will encourage logistic companies
and daily travelers to change to less emitting vehicles and adopt alternative traveling means such
as cycling, walking, skating, and public transport. Figure 1: Shows how charges will be distributed depending on fuel consumption and vehicle
model Bristol's CAZ targets vehicles yet to adhere to the emission standards. However, about
76% of the vehicles meet the city's CAZ standards and will not be banned (Bristol.gov.uk.,
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2022). The campaign targets the remaining 24% of the vehicles that do not meet the standards to
encourage them to reduce their pollution footprint. To prepare people for the campaign, the
government has provided a website where people can check whether their vehicles meet the
minimum emission standards. Figure 2 demonstrates different categories of vehicles that have
met the city standards. Figure 2: Shows the compliant vehicle models Campaign aims and objectives The campaign aims to encourage collective action for all individuals, organizations, and
households to work together to improve the air quality in Bristol City. The CAZ will help reduce
unsafe pollution levels whose root cause is vehicle emissions. The zone is also the path to ensure
that all residents of Bristol benefit from a clean-air environment. Measures that will help control
nitrogen dioxide emission include encouraging switching to cleaner vehicles, restricting the
highest emitting vehicles, and encouraging citizens to use public transport, cycling, or walking.
Restrictions will not affect low-emitting vehicles such as Euro 6 diesel automobiles
manufactured from 2015 onwards and Euro 6, 5, and 4 petrol vehicles manufactured from 2006
onwards (Nikitas, Avineri, & Parkhurst, 2018). The CAZ also includes loans to boost people
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who want to switch to less-polluting vehicles, increase priority for public transport, and improve
traffic flows. The zone is expected to promote compliance with acceptable air quality laws by
2023. Figure 3 shows the breakdown of the clean air zone in Bristol. Figure 3 illustrates the breakdown of the clean air zone in Bristol
.
Identified Target Audiences
The campaign targets the remaining 24% of the Bristol population whose vehicles do not
meet the standards, encouraging them to reduce their pollution footprint. Bristol city is located in
South West England, 169km west of London, and 71km east of Cardiff (See Figure 4). Its
population is 463,4005 in the unitary authority region and 668,400 in the surrounding urban
areas (Figure 5)
. Poor air quality contributes to the onset of lung cancer and heart disease. Air
pollution raises equality questions because it disproportionately affects the poor in the population
despite them living in less affluent areas. The disadvantaged population has limited access to
health coverage, air filtering technologies, and better housing. A 2021 report on the health
impacts of poor air quality in Bristol determined that about 276 people die prematurely each year
from exposure to NO2 and particulate matter. The number represents around 8.5% of total deaths
in Bristol. The deaths caused by air pollutants exceeded the number of deaths caused by traffic
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