Professors Edwin Stafford (Jon M. Huntsman School of Business, USU) and Roslynn Brain McCann (USU Extension Sustainability) are working to help improve Utah’s air quality via a statewide high school clean air poster contest including Logan, InTech Intercollegiate, Sky View, South Campus, Fast Forward, Ridgeline, and Grand County High Schools. About 400 students are expected to be involved in the contest this winter of 2018.
Building on three years of the contest’s successful implementation in Cache Valley, the expanded contest’s goals are (1) to inform high school teens learning to drive to recognize local air pollution, understand the pollution problems associated with their new driving privilege, and learn driving behaviors that can lessen their personal impact (e.g., refraining from idling, carpooling, trip-chaining, taking the bus, walking, biking, etc.); and (2) to have those high school teens create educational outreach posters about how people can reduce their personal impact on local air pollution aimed at their peers and Cache Valley residents.
Students involved with the contest are educated about Cache Valley’s air pollution problems, its sources, ways to preserve air pollution, and social marketing communication techniques used by marketing professionals for creating memorable effective public service announcements (e.g., use of parody and humor, call-to-action, rational and emotional appeals, etc.). In essence, the posters integrate environmental science, art, and savvy marketing where the high school students learn about how to craft persuasive clean air social messages that can resonate with their peers and local residents. Many winning posters of the past two years have been funny, edgy, provocative, and related to teen pop culture and values.
Prizes for the posters have been donated generously by local businesses, the City of Logan, non-profit organizations, and concerned citizens. For 2018, about $2,500 in cash, gift cards, and merchandise have been donated to be given to students designing winning posters at both the high school and county levels. Winning posters will be reprinted and displayed in the media and throughout the community during inversion season in 2018.
Each high school will select their winning posters by mid-January, 2018, and the top posters will be entered into the county competition where a panel of prominent judges in the Valley (representing environmental science, art, and business) will select the Grand Prize winners, who will be announced in Logan, February 2018. Each Grand Prize student winner will win a larger cash prize.
Self-reported measures by teens involved in the poster contest indicate that teens perceive to be empowered to make a difference as “change agents.” They report that the contest does educate them about local air pollution and that they are more willing to act on preserving air quality. Some evidence also indicates that they are influencing their parents to engage in preserving air quality as well (in what Brain and Stafford call “the inconvenient youth” effect).
Future plans for the contest include expanding it to include Franklin County, Idaho (the Idaho side of Cache Valley, which shares the same air shed). The Idaho Department of Environmental Quality has expressed interest to have Franklin County high schools participate in the future, making the contest interstate. Stakeholders across the state of Utah have also expressed interest in expanding the contest along the Wasatch Front and statewide as well.