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Paid, pitched, or placed—we know what is needed to get
your recycling messages into the lifestyles of your target
audiences. ICF International has in-depth experience with market
research and strategy development; commercial and graphic
design; copy writing; television, video, and radio production;
media relations; event and brand promotion; consumer outreach;
and business-to-business communication.
Runs Better Unleaded
Client: U.S. Environmental Protection Agency (EPA),
Lead Awareness Program
Transit public service announcement campaign to prevent
lead poisoning for at-risk children
ICF International developed a succinct, memorable transit public
service announcement (PSA) to raise public awareness of the
potential for lead poisoning in children and the availability
of resources to address lead risks. We negotiated free placement
of the PSA with a reduced posting fee with the Washington,
D.C., metro area transit authority.
Results: The transit PSA appeared on the interior
of 500 Washington, D.C., and Baltimore, Maryland, buses throughout
February 1998. These placements exposed approximately 166,000
riders to the PSA each day, potentially creating 3.66 million
impressions throughout the month. The Metrorail diorama also
appeared in 10 Metro stations throughout March 1998. These
Metro placements exposed approximately 36,000 riders to the
PSA each day upon entry to and/or exit from the station. Measured
over the course of the month, the PSA potentially generated
2.2 million impressions.
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