ambassador evaluation sea sky...
TRANSCRIPT
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Ambassador Evaluation
Sea‐to‐Sky Corridor
June – October 2008
ATTN: Mayor Greg Gardner and Squamish Council
Prepared by Brooke Carere
604.815.5096
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Table of Contents TUBACKGROUND INFORMATIONUT ...................................................................................3 TUPUBLIC EDUCATION AND AWARENESSUT......................................................................3
TUFigure 1: Idling Hotspots and InterventionsUT ..........................................................5 TUFigure 2 – Events Attended: Including audience number and profile UT ...................5 TUDiscussionUT ...............................................................................................................6
TUSURVEY ANALYSIS AND DISCUSSION UT .........................................................................8
TUChart 1 ‐ Community concerns to local air qualityUT.................................................9 TUChart 2 ‐ Community Air Quality Ratings UT ...............................................................9 TUChart 3 – Squamish Air Pollution SourcesUT ............................................................10 TUChart 4 – Vehicle Idling contribution to Air PollutionUT ........................................11 TUChart 5 – Vehicle Idling and Human HealthUT ........................................................11 TUChart 6 – Personal action on climate changeUT.......................................................12 TUChart 7 – Reasons Individuals Idle their Vehicles UT.................................................13
TUSUSTAINABILITY – BASELINE DATA OBESERVATIONS UT..............................................14
TUFigure 3 – Idling Hotspot Observations and ChangesUT ..........................................14 TUIdle Free SignageUT...................................................................................................16
TUCONCLUSIONUT ............................................................................................................17
“Young people are excited and enthusiastic about the chance to be
ambassadors for our climate’s future”
T~ TPremier Gordon Campbell
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Idle Free BC Ambassadors
BACKGROUND INFORMATION
The Youth Climate Leadership Alliance (YCLA) was formed in March 2008 to engage and
encourage youth in B.C. to take climate action and offer career opportunities in the BC public
Service. Increasing British Columbians’ awareness and understanding of climate action
activities is a major goal of the Alliance, and working with local governments is fundamental to
the success of the YCLA objectives. Furthermore, the YCLA plays a key role in helping achieve
the provinces goal to reduce its greenhouse gas (GHG) emissions from 2007 levels by 33
percent by 2020 and 80 percent by 2050. The first order of business for the Alliance was an on‐
the‐ground campaign to combat GHG emissions from idling vehicles.
Idle Free BC ambassadors hit the
streets this past summer in nine regions
throughout the province to promote the
reduction of unnecessary vehicle idling. The
transportation sector accounts for nearly 50%
of Canada’s GHG emissions (Natural
Resources of Canada). Likewise, vehicle
based transportation emissions are one the
most significant factors affecting air quality in the Sea‐to‐Sky corridor, and the Idle Free
campaign aimed to combat some of these emissions with a decrease in vehicle idling. Over the
course of the summer, I attended several local events, composed articles for local newsletters
and papers, ran ads on radio stations and movie theatres, surveyed visitors and local residents,
and obtained data on identified idling hotspots. What follows is a brief evaluation of the Sea‐
to‐Sky Idle Free BC summer 2008 campaign.
PUBLIC EDUCATION AND AWARENESS
Vehicle idling is a behaviour that most drivers fail to recognize. The best way to change
any behaviour is to educate and inform people of the negative effects of such actions and
This is me... the Sea‐to‐Sky ambassador.
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provide incentives to change. Throughout the summer I attended various events and meetings
to help expose common idling myths and inform the public of the benefits of reducing their
unnecessary vehicle idling. Such benefits include: improved local air quality, decrease of green
house gas emissions, reduction is vehicle maintenance and increase fuel cost savings. I spent
numerous hours touring the Sea‐to‐Sky corridor and hitting the streets of each community to
increase public awareness and support.
A brief summary of the outcome of my outreach can be seen below. Figure 1 is a record
of identified idling hotspots, the number of face‐to‐face interventions regarding idling
behaviour and the overall outcome of the meeting in terms of a success/failure rating. Figure 2
is a record of various events, presentations and festivals attended in the Sea‐to‐Sky corridor
over the course of the summer. Number of participants refers to the number of individuals that
were engaged in idle reduction outreach. A key explaining the audience profile percentages in
given above the chart.
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Figure 1: Idling Hotspots and Interventions
Date Location Number of
Interventions
Successes/
Failures
June 12 Whistler Market Place 20 18/2
July 18 & Aug 8
Downtown Squamish (Cleveland Ave)
35 29/6
July 10/15 Whistler day lots 40 32/8
July 10 Meadow Park Sports centre – Whislter
20 20/0
July 10 Nester’s Parking Lot 12 11/1
July 20 Nester’s recylcing centre
8 8/0
July 18 Squamish Cold Beer and wine store
(Highlands)
10 7/3
July 17 & Aug 23
Bowen Island Ferry line-up
30 27/3
July 17 & Aug 25 Langdale ferry line-up 28 26/2
Figure 2 – Events Attended: Including audience number and profile
An estimated profile of participants at recorded events is given using the following
coding and the corresponding percentage:
Age: Opinion: A) Less then 20 Years old i) Supportive
B) Between 20 - 40 Years old ii) Persuadable C) 40 - 60 Years old iii) Apathetic D) 60 years plus iv) Opposed
Event Activity Number of
Participants
Audience
Profile (%)*
Squamish Farmer’s Marker (3 days)
Info booth 65 B-80 C-18 D-2 i)-80 ii)-16 iii)-4
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Whistler Farmer’s Maket (4 days)
Info booth 150 A-5 B-60 C-30 D-5
i)-87 ii)-12 iv)-1
Squamish Library Presentation 12 A-75 B-25 i)-25 ii)-75
Logger's sports Info booth 45 A-5 B-70 C-20 D-5
i)-70 ii)-24 iii)=5 iv)-1
Bowfest Info booth 30 A-7 B-43 C-43 D-7
i)-90 ii)-10
AWARE enviro group
Presentation 15 B-15 i)-15
Sea-to-Sky Air quality meeting
Presentation 21 B-60 C-40 i)-100
Canda Day Parade (Whistler)
Roving talking/outreach
130 A-40 B-30 C-25 D-5
i)40 ii)50 iii)10
Pemberton Festival Roving talking/ outreach
4500 A-35 B-55 C-10 i)-47 ii)-40 iii)-
10 iv)-3
Discussion
Approaching strangers in their cars can be an awkward situation regardless of the
message you hope to deliver. I found it essential to approach with a smile, explain who you
are, what you are doing, and respect their personal space. Additionally, I found people were
more willing to talk if I was wearing some form of branded uniform (i.e. Idle Free bag, jacket, t‐
shirt). Wearing a uniform helps to increase your legitimacy.
It is important to realize that every intervention is unique and it is vital to ‘feel’ out
individuals and use personal judgement on what message will get their attention. Know who
your audience is and use examples that they can relate to. For example, if there are children in
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Idle Free BC Outreach Table
the car refer to air quality concerns and how young lungs are very sensitive to air pollution and
exposure can result in health concerns such as asthma. If the audience is a 30‐50 man driving a
diesel truck, make reference to the increase vehicle maintenance that is required due to idling.
Attending events within the Sea‐to‐Sky corridor was, in my opinion, the most useful tool
to engage the public and get them thinking about their idling behaviour. Farmer’s markets are
a great place to connect with locals and gain public support. In terms of the events attended
this summer, Bowfest on Bowen Island and Whistler`s Canada Parade were the least effective.
Bowfest was designed to entertain children
and families and included face painting, blow
up bouncy castles, an arts and crafts tent,
tumbling mats and a dunk tank – just to name
a few. That being said it was hard to captivate
attention over to the Idle Free BC outreach
table. Canada Day (in Whistler, BC) also had
dozens of games, floats and mascots that
engaged the crowd. All efforts to round up a
walking Idle Free float came up short and I
was a one woman show handing out key chains, lollipops, info cards and decals to the crowd.
Constructive feedback aside, simply being present at events and having some sort of
bold banner (i.e. Inspiring BC to be Idle Free) and signage will get the message out there. At all
events, I observed dozens of individuals who did not approach my table but they did notice the
sign and it began a conversation regarding the initiative. Future events could be improved by
having some sort of game (spin a wheel, answer a question, win a prize) as well as by having
more than one person to help with breaks and keep energy levels up.
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SURVEY ANALYSIS AND DISCUSSION
Over the course of the summer 150 people were surveyed throughout the Sea‐to‐Sky
corridor. The majority of the surveys were conducted face to face; however, some individuals
preferred to fill out the survey by hand versus having a one on one conversation. Surveys were
conducted at local farmers markets and on the streets of Squamish and Whistler. Additionally,
permission from BC ferries was given in order to conduct surveys at the Bowen Island and
Langdale (Gibson’s) Ferry terminals. Please note that all the data from Bowen and Gibson’s was
obtained at the ferry terminals. It is also worth
noting that the sample size of individuals
representing Bowen and Gibson’s was quite small ‐
nine and eleven respectively. While surveying at the
ferry terminals and in Whistler, the majority of
participants were from the lower mainland region.
Survey results were isolated based on
individual communities to have a rough over view of
local opinions and behaviours. The results from the
community‐based analysis are shown below in Chart
1, 2 and 3. A complete analysis of all 150 surveys was
used to determine idling opinions (Chart 4 ‐6) and the
major behavioural basis as to why individuals idle
their vehicles (Chart 7). What follows is a visual
display of the findings along with a brief interpretation of the data.
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Chart 1 ‐ Community concerns to local air quality
A quick glance at Chart 1 and it is obvious that the majority of those surveyed strongly
care about local air quality. With that in mind, it seems fair to say that promoting the reduction
of vehicle idling in order to increase local air quality, would be a widely accepted strategy.
Chart 2 ‐ Community Air Quality Ratings
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Of those surveyed, it appears that local residents in Whistler and Bowen agree that their
air quality is either excellent (63% and 89%, respectively) or good (37% and 11%). It is
interesting to note that although 60% of surveyed Gibson`s residents rated air quality as good,
40% also indicated that air quality dropped to a poor rating during the winter and on windy
days due to emissions from local industry and burning. Squamish residents indicate a broad
range of air quality rating opinions. Residents in all communities were further surveyed to
generate an understanding of the perceived major sources of air pollution. For the purpose of
this report only Squamish results are highlighted (Chart 3).
Chart 3 – Squamish Air Pollution Sources
Squamish residents identified vehicle emissions to be the major source of air pollution in
their communities. Second to vehicle emissions, are trucking/diesel emissions followed closely
by road dust and sources related to the highway development. These three factors are
perceptibly correlated with each other and the time of year in which the survey was conducted.
Results indicate that Squamish citizens are aware that vehicle based emissions are a major
source of air pollution. As such, strategies to further reduce vehicle emissions should continue
to enhance local air quality and promote healthy environments.
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Chart 4 – Vehicle Idling contribution to Air Pollution
Chart 5 – Vehicle Idling and Human Health
The entire collection of surveys
was used in generating Charts 4 – 7,
representing Lower Mainland and Sea‐
to‐Sky residents. Charts 4 – 7 display
responses to opinion based questions
designed to better understand
individuals’ outlook regarding idling
and climate change. Chart 4 indicates
that 97% of those surveyed
acknowledge that vehicle idling
contributes to air pollution.
Additionally, Chart 5 illustrates that
94% of the participants agree that
vehicle idling is bad for human health.
These high percentages are evidence
that individuals are aware of air
quality and health concerns associated
with idling. This is a big step in
identifying the problem; however, the
next challenge is to get individuals to
recognize when and where they are
committing acts of idling.
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Chart 6 – Personal action on climate change
Once more, the results from all surveyed participants provides a very hopeful overview
by illustrating that 80% agree that they are regularly taking personal action to minimize climate.
The question leaves plenty of room for interpretation from the surveyed person perspective,
and one persons concept of taking climate action may be very different from another’s.
Personal perspective aside, the results displayed in Chart 6 indicate that B. C residents
recognize that climate change is real, and they are taking steps – whatever they may be – to
reduce their overall impact and minimize climate change.
Although personal action on climate change is taking place, strategies to change idling
behaviour needs to be continued. Participants indicate the most effective strategies are:
• Receiving educational material
• Reminders such as stickers and signs
• Anti‐idling bylaws and fines.
Other suggested strategies include electric cars, automatic shut off when car stops moving, a
change in traffic patterns, increase transit routes and find a non‐fossil fuel source to move
vehicles. A shift regarding the gasoline propelled car is taking place in B.C., Canada and
worldwide. Canadians are being forced to acknowledge that alternative fuel sources and
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transportation methods need to be implemented in order to sustain life as we know it. Further
education and outreach is mandatory for this message to continue to spread.
Chart 7 – Reasons Individuals Idle their Vehicles
The final chart (Chart 7), illustrates the most frequent responses in regards to why
drivers may idle their vehicle. Interestingly, 35% of those surveyed claim that they don’t idle,
which is also the highest percentage in the chart. Again, this indicates that individuals are
aware of the fact that idling gets your nowhere. More interesting are the reasons why people
do idle. Chart 7 shows that not waiting long, warming up, and comfort are the major idling
reasons. This information can be used to further target messages to idling drivers. For
example, promoting people to get a block heater to warm their cars up and to dress warmer,
addresses two idling reasons. Additionally, educating drivers that it is 50% faster to warm your
car up by driving it (Natural Resources of Canada), and less damage will be done on your engine
block are other targeted messages Understanding the reasons behind the behaviour will aid in
finding ways to change it.
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SUSTAINABILITY – BASELINE DATA OBESERVATIONS
Over the course of the summer I observed and recorded time spent idling at various
previously identified idling hotspots throughout the Sea‐to‐Sky corridor. I went once at the
beginning of the summer and once at the end of the summer. During the time in between, I
returned to the hot spots to do interventions and outreach. Figure 3 represents the changes in
idling frequency, duration, carbon dioxide emissions, fuel consumption and cost. All idling hot
spots showed a reduction in all of these categories. Results illustrate that the Sea‐to‐Sky
corridor is making small steps to becoming Idle Free.
Figure 3 – Idling Hotspot Observations and Changes
Savings Total Estimated Number
Reduction in frequency of idling: Whistler - Nester’s Recycle centre
Whistler - Nester’s Grocery parking lot Whistler - Taxi Loop
Whislter – Meadow Park Sports Centre Squamish Downtown Bowen Ferry Line-up
Langdale Ferry Line-up
(%) 16.67 7.619
40.132 30.303 3.421 0.547
12.681
Reduction in duration of idling: Whistler - Nester’s Recycle centre
Whistler - Nester’s Grocery parking lot Whistler - Taxi Loop
Whislter – Meadow Park Sports Centre Squamish Downtown Bowen Ferry Line-up
Langdale Ferry Line-up
(min) 1.717 0.262 1.089
0.0576 0.521 0.436 0.151
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Reduced CO2 emissions: Whistler - Nester’s Recycle centre
Whistler - Nester’s Grocery parking lot Whistler - Taxi Loop
Whislter – Meadow Park Sports Centre Squamish Downtown Bowen Ferry Line-up
Langdale Ferry Line-up
(kg/vehicle)
0.206 0.031 0.131 0.069 0.063 0.03 0.018
Fuel savings: Whistler - Nester’s Recycle centre
Whistler - Nester’s Grocery parking lot Whistler - Taxi Loop
Whislter – Meadow Park Sports Centre Squamish Downtown Bowen Ferry Line-up
Langdale Ferry Line-up
litres/vehicle
0.086 0.013 0.054 0.029 0.026 0.022 0.008
Cost savings: Whistler - Nester’s Recycle centre
Whistler - Nester’s Grocery parking lot Whistler - Taxi Loop
Whislter – Meadow Park Sports Centre Squamish Downtown Bowen Ferry Line-up
Langdale Ferry Line-up
$/vehicle 0.12 0.018 0.076 0.04 0.036 0.03 0.011
Other interesting observations were found at the Tim Horton’s drive thru in Squamish. I
observed an early morning coffee rush and in one hour recorded 254 minutes of idling (from 75
cars). That roughly equates to $0.25/car spent on fuel while waiting for a coffee – based on 3
cylinder vehicle and gas prices at $1.20/litre (summer time cost). In other words, if a driver got
a coffee every morning before work (assuming a 5 day work week), they would have spent
enough money in idling fuel consumption to get one free coffee. Better yet, one year of getting
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Example of Idle Free signs to be installed throughout the corridor.
coffee every work day in a drive thru line‐up will cost you roughly sixty dollars – not to mention
the excess wear and tear on your vehicle.
Idle Free Signage
During the fall of 2008, I wrote a proposal for funding from the Sea‐to‐Sky Air Quality
Management for Idle Free Signs for all corridor communities. Funding was granted, and to date
all communities (aside from Pemberton) have taken advantage the opportunity for Idle Free
Signs. Squamish will be receiving 25 signs in February 2009 to install throughout town. Signs
will be mounted at identified idling hot spots including:
• Brennan Park Community Centre
• Squamish Public Library
• Downtown (Cleveland Ave)
• Eagle’s Nest Grocery (Brakendale)
• Alice Lake Provincial Park (parking lots)
• Nexen Beach
• School zone District owned right‐of‐ways
• DOS office building
• Squamish Adventure Centre
The 12” x 8” sign available through funding can be
seen above. Additional room is available on the sign for by‐law information to be added.
Currently, all communities in the Sea‐to‐Sky corridor have established an Anti‐idling bylaw
except for Squamish. I’m currently working on a Squamish suitable anti‐idling by‐law for
councils review and hope to have it in effect by the summer of 2009.
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CONCLUSION
Wrapping up the Idle Free BC campaign of 2008 appears to be a success. I can
confidently say that over eighty percent of people approached and surveyed this summer
where 100% supportive of the program and publicly committed to spread the Idle Free message
to friends and families. The results obtained from the surveys are very optimistic; however, it is
critical that more surveys be completed in order to increase the statistical relevancy. Additional
research should be put into the survey design to ensure that bias answers are minimized. It
becomes obvious early in the survey that it is focussed on air quality and climate change, and
individuals may have felt social pressure to say the “right answer” as opposed to the honest
answer. Allowing individuals to fill in the survey on their own time may help to eliminate this
predicament. Continuing to run Idle Reduction programs in schools and through summer
outreach programs will increase awareness of the benefits of reducing unnecessary vehicle
idling.
Idling is a behaviour that the majority of offenders do not realize they are committing.
Any outreach campaign, newsletters and presentations will increase public awareness
regarding unnecessary idling. The message is out there and spreading. In fact, during some of
my data collection, individuals who were idling in their cars would see me walking by with a
clipboard in hand and then turn their engine off. Obviously, some form of a behaviour change
is occurring and individuals are aware of a negative social opinion regarding vehicle idling.
In conclusion, I have found the best way to spread the Idle Free message is by word of
mouth. That united with local signs, bylaws and educational information will help remind and
encourage drivers to turn the key and be idle free. Our current dependency on fossil fuel
consumption cannot be sustained. The time is now for all B.C. citizens to step up and take
climate action – because we can’t idle forever.
TT“Never doubt that a small group of thoughtful people could change the
world. Indeed, it's the only thing that ever has. –M. Mead TT