LOS ANGELES—The California state Water Resources Control Board has announced its intent to award a $5 million contract to Los Angeles-based Rogers & Associates. If confirmed this week, the firm will help the state in its efforts to educate Californians about the consequences of tossing their trash into the region’s storm water system.
Rogers beat out Ketchum and Ogilvy Public Relations in the finals. Other participants included Burson-Marsteller, Edelman, Fleishman-Hillard and ICS Consulting.
Over the past five years, Los Angeles County has invested $5 million in storm water education, explaining to residents that trash they dump in the streets and in the gutters is often carried out to sea by the storm water system. Rogers & Associates has been the lead PR firm on that account, which is now up for bid, and is competing to keep the business.
But at the very least, it seems Rogers will now assist the state with its own education effort in this area, as it steps in to supplement the county’s efforts.
The state contract is one of only a handful still funded. California’s budget crisis has caused the suspension of social marketing programs that are funded out of the general budget, but the storm water project is managed out of a separate budget funded by fines levied on polluters.