A community-based social marketing intervention to reduce wood smoke pollution: Key findings from the Armidale Wood Smoke Reduction Project

Wood smoke pollution is a serious health issue. Winter levels of air pollution in Armidale regularly exceed the national standard for airborne particulate matter (PM 2.5). Most of these winter emissions come from wood burning heaters, the main source of heat for about one third of all households in the city. A community-based social marketing (CBSM) campaign comprising an "education" component about negative health effects of wood smoke pollution and wood heater operation and firewood management practices, along with workshops, regular media stories and public displays on wood heating was delivered during winter 2010. Two hundred and fifty three respondents (Mean age = 48.98, SD = 21.57, 54% females) completed a survey assessing health risk perceptions, wood heater operation and firewood management practices prior to the CBSM intervention. Of which 138 respondents completed the post-intervention survey. A series of paired samples t-tests revealed that respondents' health risk perceptions, wood heater operation practices, and firewood management significantly improved at post-test. A supplementary 3 (Month: July-Sept) by 3 (Year: 2008-2010) ANCOVA (controlling for weather variables) was conducted to determine whether these changes in perceptions and practice resulted in a corresponding improvement in Armidale's air quality (assessed by PM 2.5 levels) during the CBSM intervention period. Contrary to prediction, the significant Month effect indicated that PM 2.5 levels significantly decreased from July to August, but not from August to September, and the significant Year effect indicated a significant increase in PM 2.5 levels during winter in 2010. Results suggested that an increase in public recognition of the health risks and practices did not translate into a reduction in overall air pollution levels. One explanation is that with the rising electricity prices in New England region, wood heaters use also increased, thus offsetting any potential positive effects associated with the CBSM intervention. Overall the present findings offer strategies to increase public awareness about wood smoke pollution and responsible wood heater use and firewood management practices.