Kentucky Media Campaign Addresses Heat Island Effect

It was recently reported that Louisville, KY, is the fastest growing heat island in the U.S. And the Kentucky Ready Mixed Concrete Association (KRMCA) isn’t taking the news lightly, notes NRMCA Senior National Resource Director Phil Kresge. KRMCA has partnered with local environmentalists in the Keep Louisville Cool initiative, a grassroots effort aimed at encouraging legislators to incorporate urban tree cover and cool pavements in Louisville.

According to Brett Ruffing, KRMCA technology and education director, the initiative includes a media campaign with two 30-second radio spots that inform listeners about the hazards of heat islands and directs listeners to www.keepcoolconcrete.org, the Web site dedicated to moving the message forward. A mass mailing was conducted to every elected official in Jefferson County, KY, to coincide with the airing of the radio ads. Ruffing introduced the program to the ready mix industry during the "What Works" session at this week's NRMCA ConcreteWorks conference in National Harbor, MD.

Also on the Web site is an e-letter for individuals to complete and send to their local officials, asking them to consider the Heat Island Effect in their planning. The site includes contact information for Louisville Metro Council Members and Kentucky state legislators.