Prepared by
Mckenzie-Mohr Associates
Lura Consulting
January 2001
While a wide array of public activities contribute to greenhouse gas emissions, one stands out for the potential ease with which it can be altered. This activity involves having motorists turn their engines off while parked and waiting in their vehicles (e.g., when picking children up from school or when waiting to pick up commuters from transit "Kiss and Ride" parking lots). While other activities, such as commuting, clearly play a more critical role regarding emissions, engine idling behaviour is far more amenable to being altered. Further, broad public participation in this activity can be used in future campaigns to leverage more meaningful and challenging changes in behaviour. Additionally, reducing engine idling has the added benefit of lowering smog emissions and promoting the health of those individuals who are frequently exposed to emissions from idling engines.
The Turn it Off project involved a unique, multi-sectoral partnership that was initiated by Environment Canada, Ontario Region, and developed in conjunction with McKenzie-Mohr Associates and the Ministry of the Environment. Project funders included the Federal Government's Climate Change Action Fund, the City of Toronto (Toronto Atmospheric Fund), the Ontario Ministry of Environment's Drive Clean Office, and Environment Canada, Ontario Region. Representatives of these agencies sat on the Turn it Off Steering Committee, which provided direction and guidance to the Project Implementation Team (PIT) of Lura Consulting and McKenzie-Mohr Associates. In turn, the PIT worked very closely with local municipal and community partners to develop and implement the project. These local partners included:
The overall objectives of the Turn it Off project were to:
The Turn it Off project used the unique methodologies of community-based social marketing (CBSM) to encourage members of the public to avoid idling their engines while waiting in their vehicles. CBSM is an innovative approach to facilitating behaviour change, emphasizing personal contact and communications, and provides an attractive alternative to traditional information-intensive public outreach campaigns. It involves identifying the barriers to an activity, designing a strategy to overcome these barriers using knowledge from the social sciences, piloting the strategy to ensure that it is successful, and then implementing it on a broader scale. This project followed a series of sequential steps in developing and applying CBSM strategies at community locations (schools and Toronto Transit Commission "Kiss and Ride" parking lots) in the City of Toronto:
Baseline measures taken for ten days to determine the frequency with which motorists idle their vehicle engines while waiting at 12 locations (6 schools and 6 TTC Kiss and Ride sites). The duration of idling was also measured. These measurements were taken using random time sampling. Random time sampling involves selecting random, small time intervals (e.g., 30 minutes) during which the behaviour of motorists at parking lots is observed. In identifying time periods for measurements, consideration was given to times when motorists were most likely to idle their engines (e.g., end of the school day; end of work day at TTC Kiss and Rides).
Following these baseline measurements, the CBSM techniques were tested by randomly assigning the six sites in each category (school and TTC) into three groups of two. Two schools and two TTC sites had signs prominently placed in locations where motorists frequently idle (signs only condition). Two schools and two TTC sites also received the signs but in addition commitments were sought from motorists. These motorists also received the information card. Finally, two schools and two TTC sites received neither the signs, commitments or information cards. These four sites served as a control against which changes in the other conditions could be compared.
Once the strategies had been implemented, follow-up measurements were obtained for ten days, again using random time sampling. All measurements in this project were made between the last two weeks of May 2000 and third week of July 2000. The intervention was delivered first at the schools and then at the TTC locations.
A small team of "project monitors" was hired to collect baseline data, implement the interventions, and conduct the follow-up measurements. These monitors were carefully trained to collect and record data, and to properly identify idling vehicles (e.g., look for exhaust, vibrating tail-pipe or antenna, vehicle noise). Data recording forms and "tip sheets" were prepared to assist monitors and ensure a consistent approach to data collection.
Overall, in the course of this project 8435 observations of motorists' idling behaviour were made. Given the large number of observations made, these findings are likely indicative of what would occur if this project were implemented on a larger scale. During the baseline period, 53% of motorists were observed idling, suggesting that significant opportunity exists to reduce idling through the application of community-based social marketing.
The combination of commitment and signs reduced idling by 32% and idling duration by a staggering 73%. The signs by themselves did not reduce idling incidence or duration. Analysis by site location (school or TTC) revealed that the combination of signs and commitment was particularly effective in school settings. In total, 2377 observations were made of motorists' idling behaviour at the school sites. At school sites the combination of signs and commitment reduced engine idling by 51% and duration by 72%. In total, 6058 observations were made of motorists' idling behaviour at the TTC sites. As with the schools, the combination of signs and commitment was the most effective strategy in reducing both idling incidence and duration. At TTC Kiss and Ride sites the combination of signs and commitment reduced engine idling by 27% and duration by 78%.
The combination of signs and commitment had a significant and consistent impact upon idling incidence and duration. Since baseline observations revealed that over 50% of motorists idled their vehicle, this strategy has considerable potential for reducing emissions from idling. Given the particular success of this pilot at schools, we suggest that priority be given to the preparation of a toolkit that provides schools in Toronto and beyond with the knowledge and communication materials necessary to enable them to quickly implement anti-idling initiatives. We further suggest that individuals be hired, perhaps through the presently developing provincial and territorial climate change hubs, to coordinate and assist schools and other sites with the implementation of anti-idling programs. The above-mentioned toolkit will also be of value to municipalities and community groups that want to take action on the issue of idling in their communities.
The wider dissemination of this project should be accompanied with further refinement of the strategy. For example, commitments are most likely to be effective when made to individuals we know. This suggests that commitments made by drivers of taxis, buses, and trucks, for example, are most likely to be successful when made to a colleague (or fleet operator) and when accompanied with public displays of this commitment (such as the window sticker that was used in this project). We suggest that further piloting be done with motorists that were not studied in this pilot (bus drivers, truckers, etc.) and with non-municipally controlled locations (such as hotels and taxi-stands). These pilots would allow for further refinement of the community-based social marketing strategies and the eventual dissemination to a much broader audience.
By coupling the community-based social marketing strategy with a media advertising campaign, it may be possible to quickly influence the behaviour of large numbers of individuals and in so doing quickly develop new norms in which turning off an idling engine is perceived as the socially appropriate thing to do. Accordingly, we suggest that a media advertising and communications campaign be developed, perhaps as part of NRCan's single issues campaign.
The findings from this project clearly indicate that personal contact is an essential part of curbing idling – as evidenced by the fact that the signs by themselves were not effective in reducing idling. While personal contact and the obtaining of commitments will need to remain as a central aspect of future anti-idling initiatives, these initiatives could be bolstered by a background media campaign. We envision the development of media materials (radio, television and print materials) that provide a backdrop for community-based initiatives. That is, the media materials could dispel myths regarding how long a vehicle should be idled before being turned off. Further, it could help to establish this behaviour as the normative or "right thing to do".
We suggest, given the importance of personal appeals in changing behaviour, that the advertisements themselves utilize personal appeals that encourage motorists to make a personal commitment to reduce idling. These advertisements should also be branded along with the community-based materials so that a clear connection is made between the backdrop advertising and the community initiatives. As with all CBSM initiatives, the use of these advertisements should be piloted in different communities in conjunction with the sign and commitment approach researched here to find which combination of advertisements and personal communications is most effective.
A successful anti-idling campaign can serve as a catalyst for public involvement in the reduction of greenhouse gas emissions in Canada. Idling in Canada is ubiquitous. Its prevalence provides an opportunity to engage millions of Canadians in an activity that has a direct relationship to climate change and air quality. This project clearly demonstrated that this behaviour can be quickly and cost-effectively altered through the use of community-based social marketing approaches. By combining such local approaches with a national anti-idling campaign it is possible to change the behaviour of millions of Canadians and to use this behavioural change as a foundation for increasing Canadians' knowledge of climate change and the role each of us plays in its abatement. As such, a national initiative to curb idling may mark for many a personal transition that leads to engaging in other climate friendly activities as well as supporting policies that reduce emissions.
While a wide array of public activities contribute to greenhouse gas emissions, one stands out for the potential ease with which it can be altered. This activity involves having motorists turn their engines off while parked and waiting in their vehicle (e.g., when picking children up from school or when waiting to pick up commuters from transit "Kiss and Ride" parking lots). While other activities, such as commuting, clearly play a more critical role regarding emissions, engine idling behaviour is far more amenable to being altered. Further, broad public participation in this activity can be used in future campaigns to leverage more meaningful and challenging changes in behaviour. Additionally, reducing engine idling has the added benefit of lowering smog emissions and promoting the health of those individuals who are frequently exposed to emissions from idling engines.
The Turn it Off project involved a unique, multisectoral partnership that was initiated by Environment Canada, Ontario Region, and developed in conjunction with McKenzie-Mohr Associates and the Ministry of the Environment. Project funders included the Federal Government's Climate Change Action Fund, the City of Toronto (Toronto Atmospheric Fund), the Ontario Ministry of Environment's Drive Clean Office, and Environment Canada, Ontario Region. Representatives of these agencies sat on The Turn it Off Steering Committee, which provided direction and guidance to the Project Implementation Team (PIT) of Lura Consulting and McKenzie-Mohr Associates. In turn, the PIT worked very closely with local municipal and community partners to develop and implement the project. These local partners included:
The PIT gratefully acknowledges the involvement of these organizations and individuals who made the Turn it Off project possible.
The overall objectives of the Turn it Off project were to:
The Turn it Off project used the unique methodologies of community-based social marketing (CBSM) to encourage members of the public to avoid idling their engines while waiting in their vehicles. CBSM is an innovative approach to facilitating behaviour change, emphasizing personal contact and communications, and providing an attractive alternative to traditional information-based public outreach campaigns. It involves identifying the barriers to an activity, designing a strategy to overcome these barriers using knowledge from the social sciences, piloting the strategy to ensure that it is successful, and then implementing it on a broader scale. This project followed five steps in developing and applying CBSM strategies at community locations (schools and Toronto Transit Commission "Kiss and Ride" parking lots) in the City of Toronto:
Two studies were identified that had previously explored behaviours related to engine idling. (First study: Phase 5 Consulting Group (1998). Research related to behaviour that impacts fuel consumption. Report prepared for Natural Resources Canada. Second study: McKenzie-Mohr Associates, Lura Consulting, and Cullbridge Marketing and Communications (1999). Evaluation of barriers to participation by individuals in GHG reduction activities. Report prepared for the Public Education and Outreach Education Issue Table). Each is briefly reviewed below and summarized regarding their relevance to this project.
As part of the Climate Change Public Outreach Issue Table's 1999 barrier research project, a national survey was conducted to determine perceived barriers and motivations to turning off idling vehicle engines while waiting in a vehicle (to review the full report please see: www.climatechange.gc.ca). Frequency of idling is presented first, followed by information on who engages in the activity and finally barriers and motivators for reducing idling.
Respondents to the national survey were asked how many times during the last week they thought they had left their engines running while waiting in their vehicles. In total, 39% of respondents reported idling their engines in these situations. On average, respondents reported leaving their engines running 2.5 times in the previous week (when respondents who did not idle while waiting were excluded, the number of times per week rises to 6.5). The number of times that respondents reported idling while waiting in their vehicles was multiplied by their estimate of how long, on average, they idled their vehicle while waiting. On average, respondents reported idling their cars for 13 minutes during the previous week.
Frequency of idling was not related to gender, income, education, or year of car model. Younger respondents were more likely, however, to report idling.
Idlers were found to be more likely than non-idlers to:
These factors emerged from a larger number of potential discriminators.
Identifying the barriers that inhibit people from turning off their engines is a critical aspect of developing an effective community-based social marketing strategy. However, it is also important to identify motivations for turning off engines. Accordingly, respondents were asked to rate the importance of several motivations for turning off their engines. In order of importance they were:
In a study conducted for Natural Resources Canada by Phase 5 Consulting Group, idling was explored through the use of qualitative (focus groups) and quantitative (telephone survey) methods. Key situations in which drivers are likely to idle their vehicles include (based on the percentage of drivers who idle and time spent idling):
For those that reported idling their vehicle, the average amount of time was 7.7 minutes per day. This average is substantially longer than what was found in the Public Education and Outreach Table study. It is likely, however, that the Natural Resources Canada study provides a more accurate assessment of time spent idling as this project probed for instances of idling very thoroughly. This research also identified reasons why people idle their vehicle in these settings. As the Turn it Off project did not focus on early morning vehicle warming or other forms of warming, rationales are provided for the two other settings. For dropping off and picking up the following rationales were mentioned most frequently:
For errands the following rationales were mentioned most frequently:
The focus groups revealed that the most frequently mentioned reasons to idle were comfort and convenience. These sessions also indicated a low level of knowledge regarding how long a vehicle should be idled before being driven. Only 5% reported that a vehicle needed to be idled for less than a minute. Further, and importantly for this project, participants reported that a vehicle should be run an average of three minutes before it was worthwhile to turn off the engine while waiting.
The findings from these two research projects indicated that an effective social marketing strategy needs to:
The development of the Turn it Off strategy involved six stages:
In consultation with project partners, the Project Implementation Team initially identified three "categories" of community locations in the City of Toronto that are common passenger pickup points and where engine idling while waiting in vehicles was believed to be occurring. These were:
These locations were selected as they are "public" or municipal facilities, with established institutional or management links to the City of Toronto project partners in Public Health and Works and Emergency Services. Other passenger pickup locations, such as shopping centres and taxi stands, were considered, but were deemed as sites for future strategy application, building on the lessons learned from this initial project.
Eighteen sites (six community centres, six schools, and six TTC Kiss and Ride locations) were to be selected for inclusion in this study. Site identification was conducted in consultation with City of Toronto, TTC and school board representatives, using the following two-step approach:
A "long list" of 12-14 potential sites in each category was identified in consultation with:
This "long list" was developed using the following site selection criteria:
Once the "long list" was established, a more detailed evaluation of these sites occurred. Through direct observations of potential sites and interviews with facility managers, the physical characteristics and appropriateness of each site was assessed. The interviews helped to identify the opportunities and barriers for strategy implementation at each site, and determine the willingness of facility managers to participate. The site visit and interview protocol is shown below.
Site visit observations:
Interview questions:
At the conclusion of this step, six sites for two of the locational categories were identified (schools and TTC Kiss and Ride). In consultation with the project partners, community centers were dropped as a potential location as managers at these sites indicated that few drivers idled at these locations. Given the cost and time associated with site identification, attempts were not made to develop an additional third category. As described in more detail in Section 3.6, the six sites in each of the two categories (schools and TTC) were then randomly assigned into three equal groups for the purposes of strategy application.
Two CBSM techniques were considered to encourage motorists to avoid idling their vehicle engines while waiting. Prompts or signs are visual or auditory aids that remind people to carry out an activity that they might otherwise forget. It was envisioned that signs could be placed in close proximity to where motorists idle their vehicles to remind motorists to turn their vehicle engines off. Second, commitment strategies were considered. Gaining a commitment to turn off a vehicle engine was expected to be a potentially powerful factor in reducing idling, especially if these commitments were made public.
Three focus groups were held in the City of Toronto between May 6th and May 10th, 2000. Two of these sessions involved drivers who drop off/pick up children from schools, and one involved drivers who drop off/pick up passengers at a TTC "Kiss and Ride" area. The overall purpose of these sessions was to obtain feedback from typical drivers on: 1) the proposed strategies and communications materials to be used in the pilot; and 2) the current level of awareness and knowledge of idling issues in general, and the City of Toronto's idling-control by-law in particular. Specifically, the objectives of the sessions were:
Participants for the sessions were recruited randomly from Bayview Middle School, St. Nicholas of Bari Catholic School, and the Islington TTC Kiss and Ride. Drivers at these sites were approached by the PIT and asked if they would like to participate in the sessions. In total 23 drivers attended the three sessions: 6 from Bayview Middle School; 9 from St. Nicholas of Bari; and 8 from the Islington TTC Kiss and Ride.
This summary identifies overall themes and participant perspectives emerging from the three focus group sessions and provides an "at-a-glance" summary of key feedback from participants at the three resident sessions. Additional details on the specific feedback and comments received from each of the sessions is available separately from the report's authors.
Participants were presented with several variations of the graphics and communications materials to be used in this project.
This indicates that there are a number of different factors that may motivate people to reduce engine idling.
Focus group feedback was used to refine and finalize the anti-idling signs. In addition, the anti-idling pledge card was replaced with a window sticker and combined with an information card, as described in the following section.
Based on the feedback from the focus groups, the following communications approaches were developed:
"No Idling" Signs – A minimum of four temporary signs were prepared for each location to encourage drivers to turn their engines off while waiting. These signs were mounted on concrete bases in order that they could be placed in highly visible locations at each site.
"No Idling" Window Stickers – These stickers were used as part of the commitment strategy intervention at selected sites. Commitments in this project were made public by asking motorists to place a sticker in their window that said "For Our Air: I Turn my Engine Off When Parked". The following script was used in approaching drivers:
"Good afternoon/evening. My name is ____________ and I am working with the City of Toronto on a project aimed at reducing vehicle engine idling. We want to decrease the harmful emissions that occur when vehicle engines are left running. These emissions, as you may know, decrease air quality and contribute to climate change. We are asking motorists to make a commitment to turn off their engine when they are parked and are waiting in their vehicle. Would you be willing to join the growing number of people who have made a similar pledge and agree to turn off your vehicle's engine when you are parked and waiting in your vehicle? We are asking people who make such a pledge to turn off their vehicle engine to place this sticker on their window. By doing so the sticker will both serve as a reminder to you to turn your engine off, and as a display of your commitment to reduce engine idling. The sticker has been designed so that it can be easily removed from your window at a later time. Would you be willing to attach this sticker to your window? We are also giving out these information cards which explain how turning off your engine can save you money, help you breathe easier and spare the air. Would you like to have one?"
Motorists from whom commitments were sought were also provided with an information card that indicated that reducing idling would save money, reduce air pollution and decrease greenhouse gas emissions.
The testing of the CBSM techniques involved three stages: baseline data collection; implementing the interventions; and collecting follow-up data.
Initially, all three groups had baseline measures taken for ten days to determine the frequency with which motorists idle their vehicle engines while waiting in these locations. The duration of idling was also measured. These measurements were taken using random time sampling. Random time sampling involves selecting at random small time intervals (e.g., 30 minutes) during which the behaviour of motorists at parking lots is observed. In identifying time periods for measurements, consideration was given to times when motorists were most likely to idle their engines (e.g., end of the school day, end of work day at TTC Kiss and Rides).
Following these baseline measurements, the CBSM techniques were tested by randomly assigning the six sites in each category (school and TTC) into three equal groups, as shown below.
The inclusion of two intervention groups (groups one and two) allowed the PIT to determine if it is necessary to include commitment strategies in order to influence the behaviour of motorists. If the use of signs alone is sufficient, then this approach would be the most cost-effective. However, it was possible that signs alone would not be sufficient, or would be less effective than also using commitment strategies. This strategy design allowed the most cost-effective way of delivering this program on a broader scale to be determined.
Once the strategies had been implemented, follow-up measurements were obtained for ten days, again using random time sampling.
The strategy applications occurred as set out below.
Baseline: last 2 weeks of May
Implement Interventions: first 2 weeks of June
Follow-up: last 2 weeks of June
Baseline: last 2 weeks of June
Implement Interventions: last week of June/first week of July
Follow-up: second and third week of July
A small team of "project monitors" was hired to collect baseline data, implement the interventions, and conduct the follow-up measurements. These monitors were carefully trained to collect and record data, and to properly identify idling vehicles (e.g. look for exhaust, vibrating tail-pipe or antenna, vehicle noise, etc). Data recording forms and "tip sheets" were prepared to assist monitors and ensure a consistent approach to data collection. In each location, the safety of monitors was a prime consideration. Monitors also wore identification badges which indicated that they were collecting information as part of the Turn it Off project.
Overall, in the course of this project 8435 observations of motorists' idling behaviour were made. For those motorists for whom gender could be observed, 62% were male. As a consequence of the large number of observations made, these findings are likely indicative of what would occur if this project were implemented on a larger scale. Overall results are presented first, followed by findings for the schools and TTC sites and then additional findings are discussed.
Baseline observations revealed that motorists at the "control," "sign" and "sign and commitment" sites differed in the amount they initially idled. As shown below, before any interventions were begun 54% of motorists at the "control" sites idled their vehicles, compared with 44% at the "sign" sites and 60% at the "sign and commitment" sites (the overall average was 53%). That a majority of motorists were observed idling indicates that there is significant opportunity to reduce idling through the application of community-based social marketing. During the follow-up period, idling was reduced at all three locations. However, since the percentage of motorists idling during the baseline observations differed for these three strategies, comparisons between them are best made by evaluating the percentage reduction that occurred for each (shown as "Reduction" on the following charts). As shown, relative to the baseline measurements, idling decreased by 31% for the control sites, 20% for the sign sites, and 63% for the signs and commitment sites. When compared with the control location, the signs and commitment strategy was responsible for an additional 32% reduction in idling (63% - 31%).
The monitors recorded not only if a vehicle was idling, but also the duration of time that it idled. As shown, duration of idling varied dramatically by strategy. Those motorists who were at school and TTC sites at which no signs were present and no commitments were sought on average idled their vehicles for 116 seconds during the baseline period and 161 seconds during the follow-up (a 45% increase relative to baseline). In comparison, motorists who were at sites that had signs prompting them to turn off their vehicle engines idled an average of 91 seconds during the baseline and 126 seconds during the follow-up (a 35% increase). In stark contrast, motorists at the signs and commitment sites idled on average for 104 seconds during the baseline period and for 76 seconds during the follow-up (a 28% reduction relative to baseline and a 73% reduction when compared with the control).
These results indicate that:
Overall, the combination of signs and commitment had a substantial impact upon the occurrence and duration of idling. Analysis by site location (school or TTC) revealed that this strategy was particularly effective in school settings. In total, 2377 observations were made of motorists' idling behaviour at the school sites, 58% of these motorists were female.
On average, 41% of motorists in the control condition idled their vehicles during the baseline period compared with 42% during the follow-up. Observations at the sign sites revealed that 36% of motorists were idling during baseline, compared with 32% after the signs were installed. Once again, the most significant change came when signs were used in combination with commitment. During the baseline, 45% of these motorists were observed to be idling. In contrast, during the follow-up nearly half as many, 23%, were idling (a 49% reduction relative to the baseline measurement and a 51% decrease relative to the control).
Not only did the combination of signs and commitment reduce idling at the two school sites by 51%, it also dramatically reduced the duration of idling. As shown below, motorists at the two control schools idled their vehicles for an average of 121 seconds during the baseline and 143 seconds during the follow-up (a 16% increase). Motorists at the schools who would subsequently receive the signs idled for 83 seconds during the baseline and for 118 seconds during the follow-up (a 42% increase relative to the baseline). However, when signs and commitments were combined, idling duration fell to an average of only 23 seconds from 52 seconds during the baseline (a 56% reduction relative to the baseline, and a 72% reduction relative to the control).
These results indicate that:
In total, 6058 observations were made of motorists' idling behaviour at the TTC sites; 72% of these motorists were male. As with the schools, the combination of signs and commitment was the most effective strategy in reducing both idling incidence and duration at TTC Kiss and Ride sites.
Baseline observations revealed that on average 59% of motorists in the control condition idled their vehicles compared with 35% during the follow-up (a 41% decrease relative to the baseline). Similar observations at the sites that would receive the signs revealed that 48% of motorists were initially idling, compared with 36% after the signs were installed (a 25% decrease relative to the baseline). As before, the most dramatic change came when signs were used in combination with commitment. During the baseline, 69% of these motorists were observed idling. In contrast, during the follow-up only 22% idled (a 68% reduction relative to baseline and a 27% decrease relative to the control).
As shown in the following chart, motorists at the two control TTC sites idled their vehicles an average of 111 seconds during the baseline and 179 seconds during the follow-up (a 61% increase relative to baseline). Baseline observations of motorists at the sites that would receive the signs revealed that motorists were idling on average for 99 seconds and for 134 seconds once the signs were in place (a 35% increase). However, when signs and commitments were combined, idling duration decreased to an average of 129 seconds from 155 seconds during the baseline (a 17% reduction relative to baseline, and a 78% reduction relative to the control).
These results indicate that:
Not surprisingly, weather had a significant impact upon idling. As shown, 58% of motorists were observed idling on rainy days, compared with 47% on overcast and 41% on sunny days. These findings indicate that anti-idling initiatives are most likely to be effective during the warmer months of the year and during months of the year when there is less rainfall.
A variety of factors might be related to idling incidence and duration. Monitors recorded the gender of the motorists (when observable), temperature, smog alerts, and weather. No relationship was found between gender or temperature and idling.
During the course of the project three smog alerts occurred. However, none of these smog alerts occurred on days on which monitoring occurred. Therefore, it was not possible to investigate the impact that smog alerts had upon idling incidence or duration.
The combination of signs and commitment had a significant and consistent impact upon idling incidence and duration. Since baseline observations revealed that over 50% of motorists idled their vehicle, this strategy has considerable potential for reducing emissions from idling. In this final section of the report, consideration is given to what next steps can be taken to transfer knowledge to others and further refine this strategy.
Given the success of this project, one of the first steps should be to transfer the results and lessons learned to others. Accordingly, it is suggested that a web-based toolkit be developed that can allow quick and widespread dissemination. This toolkit can include a case study with results and lessons learned and "how-to" instructions. For example, given the success of the use of commitment in this project, this toolkit would, in part, detail how to obtain commitments from motorists to turn the engines off. In addition, the artwork for the signs, sticker and information card would be available to download so that others could use these materials "as is" or adapt them to their own needs.
Concurrent with developing the toolkit it is recommended that a marketing and communications strategy be developed to identify partners and sponsors and to promote awareness and use of the toolkit.
This toolkit could be made available to other websites and information about the toolkit could be disseminated through listservs. The two websites for community-based social marketing (www.cbsm.com; www.toolsofchange.com) are natural possibilities and can be utilized to quickly disseminate this information to program planners throughout Canada and elsewhere. Other possibilities include the websites of NRCan's Autosmart program, the Federation of Canadian Municipalities, and the Pembina Institute (www.climatechangesolutions.com). In response to Canada's Kyoto commitments, a strategy for public education and outreach was developed. Part of this strategy calls for the establishment of national and provincial hubs that can serve as venues for disseminating information and encouraging action on climate change. These hubs could be utilized to disseminate information about this project.
Toronto Works and Emergency Services and Toronto Public Health will use the study's findings to inform the development of initiatives to further promote the Idling Control Bylaw. The manager of the Works and Emergency Services enforcement office has expressed keen interest in using key elements of this project in a broader Toronto-based campaign. She has produced signs based on the Turn it Off project and will supplying them to schools, shopping centres, TTC, and others at a nominal cost. This plan is being considered for implementation in the fall of 2000. Similarly, the organizers of the "Repair our Air" campaign, an initiative of the Toronto Environmental Alliance, have expressed interest in utilizing the knowledge and materials from this pilot. The results of this study indicate that these efforts will be most effective if they combine the community-based social marketing approaches tested here with more traditional forms of marketing. We suggest that any such effort involve an evaluative component and that it be implemented during the warmer months (May through October).
Given the success of the CBSM strategy at schools, priority should be placed upon quickly transferring the lessons learned to a large number of Canadian schools. Several avenues exist to disseminate this approach broadly and rapidly and to further refine knowledge regarding its use. First, the results of this project will be shared with representatives of the Toronto District School Board and the Toronto Catholic District School Board. It is anticipated that there will be interest in exploring the use of signs along with commitment approaches at public and separate schools where idling is occurring, particularly in view of the success of these approaches at the test school sites. Discussions are also under way with representatives of Greenest City, who will be enhancing the anti-idling component of the Active and Safe Routes to School program, taking account of the Turn it Off project results. Greenest City is currently seeking support from the Ontario Ministry of the Environment to involve additional Toronto schools in anti-idling initiatives, as well as to expand this to other parts of Ontario.
Also, Go for Green has received funding from the Climate Change Action Fund to increase participation in the Active and Safe Routes to School project and to encourage other activities that reduce greenhouse gas emissions, such as reducing idling. Refining the toolkit for implementing this strategy at schools via Go for Green could facilitate this transfer. In addition, the Canadian Lung Association has expressed interest in including as part of the Canadian edition of "Tools for Schools" information on how to effectively deliver an anti-idling program based on this project. The U.S. edition of Tools for Schools is presently being rewritten for a Canadian audience by the Canadian Lung Association. The New Brunswick Lung Association (NBLA) has also begun working with sister associations in New England. The NBLA is interested in assisting with disseminating information regarding the success of this initiative to Lung Associations in New England. Given the similarity of information that would be prepared for these organizations, it should be possible through refinement of the proposed toolkit to quickly transfer knowledge to many Canadian (and U.S.) schools through these two venues.
The wider dissemination of this project should be accompanied by further refinement of the strategy. For example, commitments are most likely to be effective when made to individuals we know. This suggests that commitments made by drivers of taxis, buses, and trucks, for example, are most likely to be successful when made to a colleague (or fleet operator) and when accompanied with public displays of this commitment (such as the window sticker that was used in this project). We suggest that further piloting be done with motorists that were not studied in this pilot (bus drivers, truckers, etc.) and with non-municipally controlled locations (such as hotels and taxistands). In addition, further research should be conducted to determine awareness of anti-idling by-laws such as Toronto's as well as to determine the relationship between the price of gasoline and idling behaviour. These pilots would allow for further refinement of the community-based social marketing strategies and eventual dissemination to a much broader audience. By coupling the community-based social marketing strategy with a media advertising campaign, it may be possible to quickly influence the behaviour of large numbers of individuals and in so doing quickly develop new norms in which turning off an idling engine is perceived as the socially appropriate thing to do. Accordingly, we suggest that a media advertising and communications campaign be developed, perhaps as part of NRCan's single issues campaign. The findings from this project clearly indicate that personal contact is an essential part of curbing idling – as evidenced by the fact that the signs by themselves were not as effective in reducing idling. While personal contact and the obtaining of commitments will need to remain a central aspect of future anti-idling initiatives, these initiatives could be bolstered by a background media campaign. We envision the development of media materials (radio, television and print materials) that provide a backdrop for community-based initiatives. That is, the media materials could dispel myths regarding how long a vehicle should be idled before being turned off. Further, they could help to establish this behaviour as the normative or "right thing to do".
We suggest, given the importance of personal appeals in changing behaviour, that the advertisements themselves utilize personal appeals that encourage motorists to make a personal commitment to reduce idling. These advertisements should also be branded along with the community-based materials so that a clear connection is made between the backdrop advertising and the community initiatives. As with all CBSM initiatives, the use of these advertisements should be piloted in different communities in conjunction with the sign and commitment approach researched here to find which combination of advertisements and personal communications is most effective.
Finally, we suggest the possibility of hiring staff, potentially through the provincial/territorial Public Education and Outreach hubs, to coordinate the delivery of anti-idling initiatives across Canada.
A successful anti-idling campaign can serve as a potential catalyst for public involvement in the reduction of greenhouse gas emissions in Canada. Idling in Canada is ubiquitous. Its prevalence provides an opportunity to engage millions of Canadians in an activity that has a direct relationship to climate change and air quality. This project clearly demonstrated that this behaviour can be quickly and cost-effectively altered. By launching a national anti-idling campaign, it is possible to change the behaviour of millions of Canadians and to use this behavioural change as a foundation for learning about climate change and the role that we each can play in its abatement. As such, a national initiative to curb idling may mark for many a personal transition that leads to engaging in other climate change friendly activities as well as supporting policies that reduce emissions.