Clear the Air Tennessee was a federally funded air quality awareness initiative aimed at shifting driver habits in order to reduce vehicle pollution. A strategic campaign was designed to enlist every driver in the cleanup effort. The program led with the acronym SIMPLE as a campaign message to help drivers remember how easy it is to reduce their pollution contribution. The creative was spread through print, radio, outdoor and television advertising; website, online video, online games and social media; school programs, partnership and sponsorship marketing, and statewide contests. Counties reported significant air quality improvements, and many had reached or were nearing compliance with federal standards.
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