Challenge: Implement public awareness campaign to mitigate dangerous particulate matter (dust) in our urban atmosphere. Failure would cost Clark County tens of millions in EPA funds.
Strategy: Don’t Be A Dusthole.™ Research showed us most of the fugitive dust was being raised not on construction sites, as was widely assumed, but by construction workers as they approached and departed in their vehicles. Dusty The Dusthole knew what to say to them. Resulted in EPA compliance and corresponding financial rewards. Off-roaders all over America now proudly refer to themselves as “dust holes.”