Linear TV: Global BC, CBC, and CTV OPEIC leveraged prime-time:15-second spots on Global BC, CBC, and CTV, ensuring strong visibility among BC residents. News programming was prioritized, as it aligns with high engagement and message retention. Additionally, a 30-second spot aired in the spring and fall across 19 U.S. specialty networks, geo-targeted to BC. Campaign Performance The 2024 campaign delivered strong results, generating 33M impressions, 1.3M video views, and 89K clicks , reinforcing OPEIC’s awareness and consideration objectives across BC. Marketing Materials OPEIC promotional materials, such as rack cards, were distributed to Program stakeholders on request. All stakeholders were able to re-order promotional materials free of charge by emailing or phoning OPEIC. Digital files of Program rack cards and FAQ sheets were also made available online to download free of charge. Consumer Awareness In 2024, a consumer awareness survey was conducted to assess public knowledge of electric outdoor power equipment (EOPE) recycling. The survey aimed to measure awareness among EOPE users, with a target of 70%, doubling the previous 35% goal. The survey was conducted online by an independent research agency on behalf of the Stewardship Agency of British Columbia (SABC) from August 26 to September 3, 2024. It followed the methodology used in previous studies (2013, 2016, 2018, 2020, 2022), including a split-sampling approach to improve data quality. Each sample was weighted according to Census Canada figures to ensure accurate representation of the general population. The sample sizes and associated margins of error (if these were random samples) were as follows: • Groups 1 and 2: Approximately 600 respondents each, with a margin of error of ±4.0%, 19 times out of 20. • Group 3: Approximately 1,000 respondents, with a margin of error of ±3.1%, 19 times out of 20. Survey results indicated that 65% of British Columbians were aware that EOPE can be recycled. However, due to an insufficient sample size of EOPE users, awareness of consumers of EOPE could not be directly measured. While a specific awareness figure for EOPE users is unavailable, an 18% increase in website traffic suggests growing consumer engagement. This rise indicates that more individuals are finding value in our advertisements and clicking on them to learn about the program, confirming that we are increasing reach within the right audience. Additionally, Google
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