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Pet Waste Billboard

Event Promotional Package

Amy Scaroni
Water Resources Extension Associate
Clemson Extension
Charleston

Team Members: Wallover, G1, Altman, K2, Comeau, E3, Scaroni, A4
  1. Water Resources Extension Agent, Clemson Extension, Charleston, South Carolina, 29401
  2. Water Resources Extension Agent, Clemson Extension, Sumter, South Carolina, 29105
  3. Water Resources Extension Agent, Clemson Extension, Beaufort, South Carolina, 29906
  4. Water Resources Extension Associate, Clemson Extension, Charleston, South Carolina, 29401

Abstract

Bacteria is the leading cause of water quality impairment in South Carolina, and pet waste is often the culprit. Previous surveys across South Carolina indicate that the majority of residents know that leaving pet waste on the ground impacts water quality, but only a fraction of them pick it up every time. A commonly identified barrier to proper disposal is forgetting to bring a bag on walks. Targeting this audience that picks up pet waste sometimes, but not every time, our billboard encourages them to always bring a bag, to create the desired behavior change of always picking up pet waste to protect water quality. We used a Community-Based Social Marketing/Behavior Change planning process to identify our audience and message, and then tested several versions of graphics and text using a focus group of South Carolina dog owners for feedback. Results indicated the billboard was both understandable and motivational, and also simple enough to read while viewed briefly from a passing vehicle. In fall of 2018, seventeen copies of the billboard were installed around the state for a greatly reduced cost, through a Public Service Announcement partnership with the Outdoor Advertising Association of South Carolina. These billboards are viewed weekly by a combined total of over 1.5 million people, and will remain up for several months. The billboard is part of a larger pet waste outreach strategy that includes the development of commercials, pledge cards, rack cards, pet waste dispenser installations, and bag giveaways.

Years of CES Service: 0

Program Promotional Piece