Grant Snapshot
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Tualatin Valley Fire & Rescue
Portland, Oregon
Category: Fire Prevention
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Amount: $84,616
Overview: Demographic Study/Marketing Plan and Mass Media Smoke Alarm Campaign
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Source: Tualatin Valley Fire & Rescue - Portland, Ore
Tualatin Valley Fire & Rescue officials have received word from the office of U.S. Congressman David Wu that they will receive $84,616 under a federal program established to provide aid to local fire departments.
TVF&R's grant application was in the Fire Prevention category. It requested funds for a Demographic Study/Marketing Plan and a yearlong Mass Media Smoke Alarm Campaign. Under the terms of the grant, TVF&R will provide a 30% match of $36,264 to fully fund the project.
Overview of Project
Demographic Study/Marketing Plan - Due to its unique structure, the District has long recognized its need for a Demographic Study. Because it serves 10 cities and unincorporated portions of three counties (serving almost 400,000 citizens), census data is not aligned with its service boundaries. This has made it difficult for the District to objectively quantify the demographics of its communities. In particular, while anecdotally the District has seen tremendous growth in its non-English speaking communities, it is difficult to quantify, making it challenging at best to justify, plan for, and fund outreach to these populations. A Demographic Study will identify neighborhood and community groups, while a Marketing Plan will help maximize the District's ability to educate these individuals.
Mass Media Smoke Alarm Campaign - TVF&R believes that taxpayers demand for greater efficiencies now precludes the use of traditional educational methods of "face-to-face" contact with small groups of people. For that reason, TVF&R utilizes mass media (television commercials, radio announcements, newspaper advertisements, billboards, the internet, bus signs, grocery bags, and yard signs) to disseminate fire and life safety messages to its community. The exposure to these messages is enormous! Utilizing mass media, millions of individuals receive our message in their own personnel environment - fixing dinner, driving to work, reading the newspaper, even enjoying a movie.
Additionally, TVF&R does not fully underwrite the cost of such programs. The District partners with local businesses and the media, stretching its public education dollars and increasing taxpayers' investment exponentially. Last year, TVF&R spent $24,200 for a return of $157,350 in overall Mass Media Education dollars!
It is anticipated that mass media for the Smoke Alarm Campaign will include safety messages on several television and radio stations with Spanish formats/programming; newspaper advertisements and safety messages on radio stations listened to by senior citizens; and safety message slides in theatres frequented by families with small children.
In addition, the Campaign will also feature multi-lingual and pictorial brochures, door hangers, and other support materials for individuals unable to read English. The TVF&R-produced videos will also target at-risk populations (young, old, and non-English speaking).
Editor's Note: Official public announcements from USFA are still pending, but Departments are being
notified of their awards. We'll share their stories with you as we also post the official announcements
as soon as they become available
