20/20 The Way to Clean Air involves individuals in the Greater Toronto Area in reducing home energy use and vehicle use by 20%. It asks participants to make a small commitment (some easy-to-do activities done for a period of two weeks) leading to a larger commitment (longer-term, greater cost savings actions) and connects them with programs and services that help them succeed.BackgroundIn November 1999, Toronto Public Health contracted a social marketing firm Eric Young Enterprise (E.Y.E.) - to develop a strategic framework for its education program on smog and air quality. The goal was to identify a strategy for Toronto Public Health to conduct risk reduction and smog reduction activities and to create a platform for long-term change on air quality. E.Y.E. developed the brand for the 20/20 The Way for Clean Air program in 2000.The strategic framework, completed in March 2000, outlined the components of a social marketing campaign whose focus was to engage residents, both at the individual and collective level, in taking actions to reduce air pollution. Driving the public to partner programs and services was also key. A planning guide (the 20/20 Planner) was envisaged, with a Connector section to link participants to service providers that would help them achieve their 20% energy reduction goal.Setting Objectives20/20 hoped to:Involve 20 corporate participants in the GTA to become a 20/20 workplace by 2005.Involve 500 schools in the GTA in its EcoSchools partnership program by 2010.Deliver 150,000 20/20 Planners to households across the GTA by 2010.Achieve 30% home energy use reduction per participating household by 2020.Achieve 20% vehicle use reduction per participating household by 2020.Getting InformedToronto Public Health contracted Cullbridge Marketing and Communications to conduct a best practices analysis. This analysis, completed in January 2001, outlined a series of energy reducing activities for the 20/20 program, both for the home energy use and personal vehicle use components. These included: 1) home energy audits, 2) insulation, 3) weatherization, 4) home thermostat, 5) lower-income housing, 6) water heater thermostat, 7) lighting, 8) walking and biking for adults, 9) walking and biking for school children, 10) transit, 11) work-based carpooling and 12) school-based carpooling.The development of the 20/20 Planner and 20/20 EcoSchools Planner (a student-focused version of the 20/20 Planner) built on these energy-reducing activities, targeting residents and schools respectively.In 2000, Toronto Public Health worked with E.Y.E. to develop a living lab exercise to test out draft materials with 20 families across the Greater Toronto Area. Participants received incentives and regular telephone support from the five health units in the regions of York, Peel, Halton, Durham and Toronto. To further test and refine the program, Toronto Public Health hired a team led by Lura Consulting to pilot the program with 250 families in Toronto and Peel Region.The living lab and pilot, completed in May 2002 indicated that a 20% energy goal was achievable. These studies confirmed the barriers and opportunities for behavioral change that were identified in the best practices analysis, including the need for: 1) a comprehensive resource to guide actions, 2) some form of follow-up/reminder to participants of their action, 3) incentives