United Stales
Environmental Protection
Agency
EPA402-E-07-001
October 2007
NATIONAL
RADON
ACTION MONTH
EVENT PLANNING KIT
We/come and Introduction
Thank you for your interest in National Radon Action Month. Radon is a serious health risk facing
tens of thousands of Americans. Exposure to radon gas causes more than 20,000 deaths annually and
it is the number one cause of lung cancer among non-smokers. The challenge is that we can't see, smell, or
taste it, so it's easy to forget that radon may be a problem in any home, school, or building in the country. The
potential exists to double the lives saved from radon exposure over the next five years. To protect the lives of all
Americans, the U.S. Environmental Protection Agency (EPA) has designated January as National Radon Action
Month. This is a great opportunity to increase awareness of radon, promote radon testing and mitigation, and
advance the use of radon-resistant new construction practices.
Individuals, groups and organizations concerned about healthy people, homes and communities are the
driving force in getting the message out to the public about the dangers of indoor radon. Your efforts are
important, and EPA wants to do everything possible to make it easier for you. That is why we have developed
this Event Planning Kit for your use.
The Kit includes helpful suggestions and many useful
templates for you to customize. Look for several new tools
and features below:
Ideas for radon outreach activities 2
Steps for planning successful radon
outreach activities 7
Radon poster awards ceremony tips (new!) 1(
Radon communication tips (new!) 11
Web communication tips (new!) 1
National Radon Action Month messages (new!) ..13
A radon fact sheet (new!) 14
A radon fact sheet in Spanish (new!) 16
Media outreach tips 1!
A sample press release 23
A sample op-ed and letter to the editor (new!)....25
Tips for working with your local official (new!)....27
A sample letter to a government official 28
A sample proclamation by a
government official 29
An order form for EPA's
no-cost radon materials ... ...30
You will find information and materials in this Kit that
you can use to get the word out about radon. Use
these resources to conduct activities that will yield real
progress toward reducing radon risk. The materials
are designed to be customized, so please feel free to
add or delete language, combine projects, or—even
better—invent your own new projects!
Radon can be deadly, but remember that the
message you are delivering is a hopeful one. Testing
for radon and addressing radon risk can save lives.
We wish you the greatest success with your National
Radon Action Month activities.
Please visit www.epa.gov/radon/nram for help
planning and publicizing your National Radon Action
Month activities.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Ideas for
Radon Outreach
Activities
January is National Radon Action Month—a perfect time to promote radon awareness, testing
and mitigation, and radon resistant new construction (RRNC). Radon testing is generally easiest
and most effective in cooler weather months when houses tend to be closed up for warmth.
Organizations just like yours are spreading the word about this preventable health risk. Find
inspiration from a sample of their events listed below and contact your state radon program
for help in planning your activities. You can find contact information for your state program at
www.epa.gov/iaq/whereyoulive.html.
Choosing the Right Activities
7. Energize Your Partners and
Stakeholders
Unsure how to start planning your
radon outreach activities? The
following questions can help direct
you to the right activities for your
organization and your community.
1. Are you looking to form new
partnerships or seeking to mobilize
your existing partners? Read
section 1 for tips about fostering
effective coalitions.
2. Are you aware of important
opinion leaders in your
community? Section 2 contains ideas
for how to engage them in spreading
the word about radon.
3. Looking for new ideas to jazz up
your community events? Learn
what other groups have tried in their
communities in section 3.
4. Does your group seek to reach
families and children with
messages about radon? If so, read
section 4 for tips on working with
youth.
5. Do you seek to reach a wide
audience with specific key
messages? Consider implementing a
media campaign. Check out section 5
for tips on working with the media.
Build a Radon Coalition in Your Community
There are many individuals and organizations in
your community that have an interest in health topics.
Hold an open forum for interested individuals to attend
and then establish a coalition to promote radon awareness
in your community. Every member of your coalition will
have unique ideas for radon activities and will have access
to different parts of your community. Working together
as a group will be the most effective way to make radon
testing and mitigation a reality in all buildings in your
community.
Recognize Radon Champions
If you already have a radon coalition,
National Radon Action Month is an
excellent opportunity to recognize your
partners for their hard work. Host an
awards ceremony to honor exceptional
radon advocates. Use the opportunity to
inspire and energize your radon partners.
Ask Local Chapters of Health and
Environmental Organizations to
Promote Radon Awareness
Many local organizations in your community have
regular newsletters, listservs, or mailings that they use
to reach their members. Contact them to ask them to
run an article on radon health risk, testing, mitigation,
and radon resistant new construction. Be sure to
include information on how to obtain additional
radon information.
Please see pages 8
and 14 of this Kit
for information on
obtaining radon test
kits and ordering
customizable test kit
coupons for tracking
your activities.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Ideas for Radon Outreach Activities (continued)
Host a Radon Training Workshop
Provide continuing education for key professionals such as homebuilders, real estate professionals, and
environmental health professionals. Successful programs have included lunch and learn seminars, training
courses for governmental housing officials, and meetings about radon resistant new construction.
2. Engage Community Leaders
Ask Your Mayor or City Council to Issue a Radon Proclamation
Invite your elected officials to proclaim January as "Radon Action Month." Encourage all
community members to test for radon. Tips for working with local officials and a sample
proclamation that you can customize are included in this Event Planning Kit on page 29.
Ask Community Leaders to Spread the Word about Radon
Churches, community centers, even local beauty salons and barbershops, can be effective
venues for reaching out to your community. Contact ministers, community leaders, and local civic leaders
and encourage them to conduct radon outreach to their members. Provide them with educational materials
and information on test kits to make it easy for them to partner with you.
Work with Health Advocates and Educators
Coordinate with your local health care providers and other health-
focused groups, such as the American Lung Association, to have
booths, educational sessions, and presentations on radon. Invite your
mayor or other officials to your event to issue a proclamation and to
conduct a press event.
Connect with Local Businesses
Home improvement and hardware stores may carry radon test
kits. Encourage them to promote radon testing in homes, schools,
and other buildings. Ask them to create radon test kit displays in
prominent store locations during National Radon Action Month
and to include information on radon testing in mailings or other
advertisements during January.
Contact Your Local University Medical Schools and
Health Care Professionals
Health care students and practitioners can serve as speakers for your
health fairs and community events. You can also work with health
care providers to incorporate radon messages into their practices and
provide educational materials for their patients.
Coord/note with Your Local Utilities to Promote
Radon Awareness and Testing
Send a bill insert to your local utility providers (e.g. water, gas, electric)
and ask them to include it with their January bill statement mailings.
This is an easy, effective, and inexpensive way to reach the vast
majority of your community.
Collaborate with Experts from the
Radon Professionals Speaker's Bureau
Coordinate with the American Association
of Radon Scientists and Technologists, Inc.
(AARST) for your community activities.
You can contact local radon experts from
the Radon Professionals Speaker's Bureau
(through the National Radon Proficiency
Program) to participate in your event as a
speaker, conduct a radon test demonstration,
or field questions from the media. AARST has
the following Speaker's Bureau lists available:
Radon Professionals Speaker's
Bureau: An extensive database of radon
testers, mitigators, and other industry
professionals across the country who are
available for speaking opportunities. All
experts have completed the National Radon
Proficiency Program. View the list at:
www.radongas.org/speaker.htm
AARST Key Radon Subject Experts: A list
of selected national experts who are available
to speak about radon science and health
risk. View the list at: www.aarst.org/key_
radonscience_speakers
If you have additional questions or requests
for coordinating with AARST during National
Radon Action Month, please send an e-mail
to: director@aarst.com.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Ideas for Radon Outreach Activities (continued)
3. Take Your Message to the Community
Arrange a Display at Local Sporting Events
Set up a booth or display near a concession stand or ticket window and distribute radon
educational materials and test kit coupons. Work with the sporting venue to show radon
Public Service Announcements during half-time or other breaks in play.
Display Radon Information at Public Gathering Places
Libraries, community centers, malls, and transit centers frequented by members of your community are perfect
locations to provide radon education and testing materials. Supply these locations with radon materials and ask
them to display the materials in a prominent location. Be sure to check back with these locations frequently and
provide them with additional materials if necessary.
Provide Radon Education at Home and Garden Events
Incorporate radon resistant construction techniques into special events with a home and
garden theme. Groups have promoted National Radon Action Month at a green house
or eco-house exhibit at state fairs, green building shows, lawn and patio, and landscape
shows. Work with exhibit organizers to provide outreach and educational materials for
visitors.
Coord/note with Welcome Wagon or Other New Home Programs
Your community may have a welcome wagon or other programs to welcome new residents. Provide these
programs with brochures and test kit coupons to include with welcome packages for new residents. Be sure
to include information about your coalition or program so that individuals can follow up with you if they have
questions.
Use Direct Mail Effectively
Bring your radon message directly to people's homes. Send test kit coupons to new parents or radon
brochures to new homeowners in your community. Target your list of names to the groups you most want to
reach and design attractive materials to attract their attention.
4. Reach Children and their Families
Hold a Radon Poster Contest and Awards
Ceremony
The National Safety Council conducts an annual radon poster
contest during the radon testing season. Start early and work
with your local school(s) to get students to design radon
posters. For more information on the National Safety Council
radon poster contest, visit www.nsc.org/issues/radon. You
can also hold an awards ceremony for poster contest winners
in your community. Please see page 10 for more information
on holding a radon poster contest awards ceremony.
Provide Creative Radon Education Programs
Involve science students in conducting radon measurements. Sponsor
educational events in 4 H or other special classes. Offer incentives such
as t-shirts or parties for participating. Contact school leaders in your
community to arrange special radon events for students.
Conduct a Radon Test Challenge
Challenges are a fun way to encourage
testing within your community. Contact
a radon test kit manufacturer (a list
can be obtained from your state radon
office) to obtain test kits, possibly at a
discounted price and offer a challenge
and "reward" for the most test kits
distributed, conducted, and sent to
the lab for analysis. Challenges can
be conducted between cities (have
your mayor challenge a neighboring
community) or within your community
(have schools in your community
challenge each other). However
you conduct your challenge, offer a
"reward" for the challenge winner, but
also acknowledge all participants. Check
your state laws on contests before
planning your radon test challenge.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Ideas for Radon Outreach Activities (continued)
Host a Community Baby Shower
Many communities conduct community baby showers or other events for new or expectant mothers.
This is a perfect opportunity to provide families in your community with information about a variety of
health topics, including the importance of testing for radon. Provide educational materials and a test kit
coupon to all attendees.
5. Work with the Media to Promote Radon Awareness
Promote Radon Public Service Announcements (PSAs)
EPA has a variety of print, radio, and television PSAs available at no cost to educate your
community about the dangers of radon and the importance of radon testing. Hand delivering
PSAs to your local media outlets is an effective way to reach large portions of your community,
and often stations will run PSAs for free! Partnering with your local movie theater provides
another opportunity to showcase the radon PSAs before the feature film. Keep in mind that
people in your community may speak languages other than English, so be sure to use EPA's bi-
lingual materials and to reach out to media outlets that serve non-English speaking audiences.
Visit www.epapsa.com to view and order PSA materials.
Moke Your Own Radon PSA
You can also create your own local radon PSA. Local news celebrities like meteorologists, radio
personalities, and sports anchors will sometimes record PSAs about a worthy cause at their
own facilities as a public service. Approach the advertising department of local TV and radio
stations to ask if their broadcast personalities could record a short radon announcement for the station
to air throughout the radon testing season.
SURGEON GENERAL'S
WARNING:
RADON CAUSES LUNG CANCER
YOU SHOULD TEST YOUR HOME
Radon is an invisible radioactive gas that
seeps into your home from underground.
Radon attaches itself to your child's lungs,
where it can begin the process of causing lung
cancer. The only way you can tell if your
home has dangerous levels of Radon is to test
for it. Once detected, homes with high levels of
Radon can be easily fixed.
For helpful information, call or visit:
1-800-SOS-RADON
www.epa.gov/radon
Once a local station has agreed to
record the PSA with their talent
and dedicate airtime to the PSA,
write a short script for the PSA.
It should be brief, containing
local references and key radon
messages. Work with the station's
advertising department to make
sure that your script's length
matches the available free airtime
slot (i.e., 1 5 to 30 seconds).
Tailor the PSA script to match
the type of local celebrity you've
secured. For instance, for a local
sports anchor in Chicago, your
script might look like this:
Hey Bears fans! Winter is time for
playoffs, but it's also the best time
to test your home for radon. Radon
is a naturally occurring gas that
can build up to a dangerous level
in your home. It can cause lung
cancer, and it causes about 20,000
deaths each year. Buy a radon test
kit at a hardware store today and
make sure you're not at risk.
Wisconsin Coordinates Media Outreach with
Local Partners
When it comes to outreach for National Radon Action Month, Conrad
Weiffenbach of the Wisconsin Radon Protection Program keeps it simple
and local. Weiffenbach sees to it that state money designated for radon
outreach makes it to the best local implementers. And to local experts
across the state, his direction is straight forward—tell the media about
radon, provide specific local facts, and be responsive to the public's need
for radon information and assistance.
In order to coordinate a state-wide media push in January 2007,
Wieffenbach organized two December regional meetings with more than
40 local health agencies and designated Radon Information Centers. At
the meetings, Weiffenbach presented basic radon messages and then
allowed the group to share ideas and stories in a roundtable format.
In addition to state- and EPA-issued press releases, Weiffenbach's office
worked with EPA Region 5's Helen Tsiapas, who called on the Governor
to issue a proclamation declaring January as Radon Action Month in
Wisconsin. With the state's support, the local agencies successfully
pitched the radon message to local media outlets. And a solid return of
newspaper stories, network TV interviews, and radio mentions resulted in
increased public inquiries and demand for radon test kits. "Local is best,"
Weiffenbach said. "Doing media outreach can be intimidating for some
groups ... but the media can get lots of information across and they
always like the local angle."
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Ideas for Radon Outreach Activities (continued)
Conduct a Media Campaign
In addition to promoting PSAs, contact your local media and ask them to run stories on radon during
the radon testing season. Provide the media with fact sheets and other background materials and offer
spokespeople for interviews. See page 18 of this Event Planning Kit for information on working with the
media.
Develop a Compelling Local Story
Give radon a face in your community. Invite the media to talk with people who have tested their homes
and successfully mitigated a radon problem. Providing the media with local radon data (available from
your state radon program state or testing companies) will also help you localize the story for your
community. Don't forget to provide information on test kit availability and qualified radon mitigation
professionals in your community.
Radon Act/on Week is
October 21-27, 2007
Radon Action Week is traditionally the
third full week in October. It can be an
ideal time to plan or kick-off events/
activities that can build momentum
toward January. For example,
consider kicking off a series of events/
activities in October—the beginning
of the radon testing season—to be
culminated and showcased in January.
Consider making an important
announcement in January to celebrate
the accomplishments of the prior
year or to launch an effort for the
upcoming year. Consider ways to
use both October and January to full
advantage in support of your radon
outreach efforts to the public and
the media. For more information
about Radon Action Week including
additional radon outreach ideas, please
visit http://healthyindoorair.org/
October radon.htm.
Identify Key Spokespeople in Your
Community
Spokespeople can serve as recognizable and respected
"faces" for your radon program. Perhaps you can engage
local politicians, celebrities, scientists, or others that
people in your community recognize and trust. Use your
spokespeople for media interviews and to publicize your
radon activities. Encourage your spokespeople to publicly
test their homes for radon and publicize their results and
subsequent actions if their tests show radon in excess of
EPA's action level. You can also contact your state radon
program to help identify radon technical experts if needed.
Write a Press Release
Write a press release about radon and your radon activities
and distribute it to your local media outlets. A sample
press release that you can customize for your community is
included in this Event Planning Kit on pages 23-24.
Write an Op-Ed or Letter to the Editor
Write a letter to the editor of your local paper(s) to educate
your community about the health risks of radon and to
encourage people to test their homes. Tips for writing an
op-ed and letter to the editor and a sample op-ed that you
can customize for your community are located on pages
25-26.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Steps for Planning Successful
adon Outreac
Activities
Start the New Year off right by conducting a National Radon Action Month activity or event. A
successful National Radon Action Month will boost your efforts to educate your community about the
dangers of radon throughout the entire year and the importance of radon testing, mitigation, and
radon-resistant new construction.
There are several key steps to conducting
a successful National Radon Action Month
activity or event. These include:
Set goals for your activity/event
2 Plan your activities
Conduct your activity
4 Measure your results
Below we present ideas to help you think through, plan,
conduct, and evaluate your activities.
1. Setting Your Goals
Whether you are conducting a single National Radon Action
Month event, or developing an entire radon risk reduction
program for your community, it is important to set goals
to define what you will achieve. Establishing goals will
help you to think through which activities provide the
most potential for reducing radon risk in your community.
The U.S. EPA, the states, industry leaders, and partner
organizations have set a national goal of doubling the
number of lives saved from radon exposure in the next five
years. You can make an important contribution to this
national effort by setting an ambitious goal for National
Radon Action Month and the year ahead.
Whenever possible, your goals should be measurable
(meaning you have ways to track your progress against
your goal) and should include a timeline for achievement.
Examples of radon goals that might make sense for your
community include:
* During National Radon Action Month 2008, 500
additional homes will be tested for radon in my
community. To achieve this, we will hold three local
events to educate the public about the dangers of radon
reaching 300 people, and work with local media to
direct people to our state radon hotline. As a result,
we expect a 50% increase in local calls to the hotline,
resulting in 700 discounted kits to be requested by
interested homeowners.
>• By 2009, 25% of all homes in my community will have
been tested for radon.
> By 2010, 50% of homes in my community that have
radon levels in excess of EPA's action level of 4 picocuries
per liter (pCi/L) will have been mitigated.
>• By 2012, 50% of all new homes in my community will be
built using radon resistant construction techniques.
In order to establish your program goals, it is always a good
idea to know your baseline (i.e. where you are starting
from). Your local health department or state program may
be able to provide you with information on the number of
radon tests conducted in your area to date, the number
of homes tested that have radon levels that exceed EPA's
radon action level of 4 picocuries per liter (pCi/L), and
information on the number of new homes built in your area.
This baseline information will help you set goals for your
program and activities that are reasonable and attainable.
In addition to your overall program goals, it is important
to establish other outputs and outcomes to measure the
success of your activities. You might choose to measure:
> # of people attending an event.
> # of radon educational materials distributed.
> # of radon test kit coupons distributed and collected
(redeemed).
> # of radon test kits distributed.
> # of calls to your or your state's radon program.
> # of "hits" on your radon Web site.
> # of articles about radon published in local media (and
how many people are reached).
> # of radon Public Service Announcements aired (and
how many people are reached).
> # of proclamations or radon challenges issued.
> # of media interviews conducted.
> # of radon presentations given.
For every activity you plan, you should consider what you
would like to measure and how each activity relates to your
radon risk reduction goals. This information will help you
determine which strategies produced the best results.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
2. Planning Your Activities
Once you have decided on your goals and how you will measure
your effectiveness, the next step is to plan your activities. The
sooner you begin your planning, the more likely you will be able
to secure the people and resources you need to have it be a
success. Your activity plan should include:
>• The action steps you will take to implement your activities.
> Assignment of responsibilities (i.e. who will help you in your
efforts and what will they do).
> Timeline.
>• Resources needed (i.e. what people, materials, or other
resources will you need to plan and execute your event).
In planning your program or activity, there are several things
you might want to consider:
> Start Realistically. It is better to have a successful small
event than an unsuccessful large event. Know your available
resources and the time you have available so you can plan
an event that will maximize those resources. Your goal
setting and planning should help you decide the best size
event(s) for your community.
>• Meet Your Audience's Needs. When planning your event(s),
keep in mind who you are trying to reach, how they like
to receive information, and who they most trust on issues
related to health. Locate your activity in a place that is
convenient for your target audience and consider how best
to promote it.
> Identify Key Speakers and Participants Early. If your event
requires an expert speaker or local official (e.g. a mayor
or local celebrity), the sooner you can contact them and
get your event on their calendar, the better. Talk with
members of your target audience to determine who they
trust for their health information. You are more likely to
get participants in your events if they are excited about the speakers. It is also a good idea to identify back-up
speakers.
>• Promote Your Event Broadly. As part of your planning, determine how you will publicize your event. Consider
the outlets (media and other) and methods that are the most known to and trusted by your target audience.
Determine what lead time outlets need in order to publicize your event. And remember, not everyone gets
their information from the same source, so consider a variety of outlets for promoting your events. Visit
www.cadmusweb.com/nram to publicize your event on the National Radon Action Month Web site.
> Make Your Event Interactive. Depending on your event, be sure to allow plenty of time for your participants to
ask questions and to interact with your speakers and other experts. If your activity includes information on radon
testing, be sure to have sample test kits available and to demonstrate how to use test kits. Events can also be a
good opportunity to form alliances and get commitments from partners.
>• Have Plenty of Materials On-Hand. From health fairs to press events, it is critical that you have enough materials
available to meet your audience's needs. Be sure to anticipate how many people will attend your event and to
have materials on-hand for everyone. This is especially true for radon test kit coupons. Participants will be more
likely to test if they can get a coupon onsite at your event. Also, people are more likely to attend events if they
know they may receive free materials and giveaways. Publicize the free resources you will have at your event.
(See pages 30-31 for a list of EPA materials that we will send to you at no cost. In addition, your state radon
program may have radon informational materials and nominal giveaways for use at your event.)
Using Radon Test Kits to
Track Results
You can use test kits to track your program
results. The National Safety Council
(NSC) provides community groups with
customizable radon test kit coupons that can
be used to promote radon testing. NSC can
assign your community (or even a specific
activity) a specific test kit coupon number.
For more information about the NSC test
kit coupon program, please contact Kristin
Marstiller at marstilk@nsc.org.
You can also contact your local test kit
manufacturer or provider for information
on ordering test kits or test kit coupons
with special codes or serial numbers linked
to your activity or program. With tracking
codes, you may be able to find out how
many test kits were purchased and sent to
the radon laboratory for analysis in addition
to determining radon test results. Contact
your state radon program, details available
at www.epa.gov/iaq/whereyoulive.html,
for more information about obtaining test
kits from your state or from a radon testing
company or laboratory in your area.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
3* Implementing Your Plan
Once you have set your goals and made your plans, it is
time to act! All of your advanced planning will help your
National Radon Action Month activities come off more
smoothly.
Successful events:
Are well publicized to ensure the
target audience knows where and
when the event is, how they get there,
and what to expect.
Have clear, achievable, and measurable
goals.
Involve careful, thoughtful planning.
Have built-in mechanisms for tracking
the activity's success in relation to the
established goals and objectives. (See
the following section on measuring
activity results).
Keep in mind that increasing awareness and motivating
people to take action takes time. Creating increased
awareness about radon and the importance of radon testing
will not happen overnight. However, each event that you
plan or activity that you undertake will bring you closer to
your goal of safeguarding your community's health.
4. Measuring Your Results
Measuring the results of your program or activity is
important for determining success. When measuring the
success of your radon
activities, ask yourself:
> How did my activities
contribute to achieving
my goals?
> What impact is
my program or
activity having in my
community?
* How can the experience and the data I receive help me
to improve my program?
>• What other activities have proven to be the most
effective in educating my community about radon and
the importance of radon testing and mitigation?
Measuring results can be relatively simple depending on
the activity or event. Consider administering a simple
questionnaire or survey to participants. You can also use an
event log or other tracking sheet at your event to keep track
of:
> How many people attend (and their contact
information).
>• How many materials are distributed, especially if you are
giving out radon test kits or test kit coupons.
> How many members of the press did your event attract
and how much media coverage does your event
generate.
> How many requests for follow up or additional
information do you receive.
>• How many people pledge to test their home for radon.
Ultimately, your goal is to achieve as many mitigations of
high radon homes and new homes built radon resistant as
possible, as these are the long-term results that save lives. If
your state program has reporting requirements, determine
what data may be available to you. Use this information
when setting your goals and measuring your results. You
may also consider partnering with local mitigators and
builders to host your events and activities and measure
results of your outreach efforts. By helping you achieve your
goals to educate the public about radon they will be helping
create more demand for radon services—a possible win-win
situation for everyone.
EPA is particularly interested in hearing about your successful
activities and your results so we can share great ideas and
effective activities with our nationwide network of radon
partners. Please register your event on the National Radon
Action Month Web site at www.cadmusweb.com/nram to
publicize it ahead of time. After your event, please respond
when we follow up with you to get information about your
results. You will also have an opportunity to learn more
about successful strategies your colleagues from across the
country are using to save lives from radon exposure.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Radon Poster Awards Ceremony
Raise awareness about radon and recognize poster contest winners by hosting an awards ceremony
for your state or local poster contest winners. An awards ceremony reaches families, motivates
children, and offers a compelling story for the media. The following tips provide guidance for holding
a successful awards ceremony.
Conduct your radon poster contest from July 1,
through October 1 5, (see contest guidelines at
www.nsc.org/issues/radon/radon_poster.htm).
Consider hosting the awards ceremony in January in
conjunction with National Radon Action Month.
Once the posters have been judged, confirm the
availability of key individuals. Invite poster contest
winners, parents, teachers, principals, and government
officials, and obtain permission from parents for the use
of their children's photos.
Secure a location, such as a school auditorium or city
hall, for hosting the event.
Arrange travel and special activities for the winners, such
as a tour of state capital and meetings with officials.
>• Notify local and state press about the event and prepare
photos of the winning posters for the media. See the
Media Outreach section on page 18 for more tips on
reaching out to the media.
> Arrange event logistics. There are numerous details to
consider for a successful awards ceremony. Some to
consider, include: send invitations; create certificates
or plaques for the winners, prepare speakers; write a
program; hire a
photographer;
prepare the
posters to be
displayed, and
assemble a press
kit to give to any
media that attend
the event.
If you would like more information on planning and implementing a radon poster contest awards
ceremony, please send an e-mail to Kristin Marstiller at marstilk@nsc.org to receive a copy of the
National Safety Council's Poster Contest Awards Ceremony Toolkit on CD-ROM. The Toolkit offers practical
guidance and customizable templates including notification letters, invitation, and certificate.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Radon Communication
The following tips will help you develop radon messages and materials that will appeal to your
audience.
>• Be accurate: Scientific accuracy is vital to your program's credibility and will help you achieve desired outcomes. Using
EPA's key messages will help you ensure that you are communicating the most accurate, up-to-date radon information.
Please see Basic Radon Facts on page 14 for EPA's key messages. You can also visit www.epa.gov/radon for additional
radon information.
>• Be credible: Recent EPA market research revealed that
many Americans respond more favorably to messages
about radon when they are delivered by credible sources.
This research informed EPA's PSA campaign promoting the
Surgeon General's warning about radon and lung cancer.
(Visit www.epapsa.com for more information about
radon PSAs.) Other familiar experts in your community
can also be highly effective when communicating about
radon. Think about credible sources including celebrities,
government officials, health professionals, and other
individuals or organizations who can effectively deliver
radon messages in your community.
> Be clear: Keep it simple. Clear messages for lay audiences
contain as few technical and scientific terms as possible.
Eliminate any information that the audience does not need
in order to take action against radon.
>• Be consistent: Messages and graphics should reinforce
each other, not send different signals. Make sure your
messages and graphics are consistent across all your
communications.
>• Be relevant to your audience: One size does not fit
all. Consider the needs of your different audiences when
disseminating messages and materials. For example, if you
are conducting outreach in a county with a large Spanish-
speaking population, try to provide Spanish materials. See
page 1 6 for a Basic Radon Fact Sheet in Spanish.
Helpful Resources
EPA offers the following tools to help you create
your National Radon Action Month messages and
materials:
>• Templates: To get started on your materials,
use EPA's templates including a new
customizable fact sheet available at www.epa.
gov/radon/pdfs/nram/basic_radon_fact_
sheet.doc.
^ Boilerplate messages: Use the boilerplate
National Radon Action Month messages on
page 13 for your Web site or print materials.
>• Graphics: National Radon Action Month
graphics are available for you to use for a
variety of materials. Visit www.epa.gov/
radon/nram/event_kit.html to download
Web and print versions of the National Radon
Action Month banner which appears in this Kit.
When conducting outreach to families with young children, you may want to combine radon messages with information
about other children's health issues that your organization addresses. Children's Health Month in October would be an
ideal time to bundle radon messages with other children's health issues like asthma or lead.
Source: National Cancer Institute. (2001). Making Health Communications Programs Work. Rockville, MD.
11 www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Web Communication
If you use the Web to communicate with your audience, make sure
to include information about National Radon Action Month. Link
to EPA's National Radon Action Month public Web site page. It is
designed for individuals who would like to know more about how
they can take action during National Radon Action Month:
www.epa.gov/radon/nram/public.html.
You can also create your own National Radon Action Month page
on your Web site. Here are some tips and tools for creating a Web
page dedicated to National Radon Action Month:
> Use EPA's National Radon Action Month Web site as a model for creating your own Web page: www.epa.gov/radon/
nram/public.html.
>• Use the boilerplate National Radon Action Month messages provided on page 13 of this Event Planning Kit. Also make
sure to include local radon statistics and information on National Radon Action Month events and activities in your state.
> Use EPA's National Radon Action Month graphics for your Web site. Web graphics are available for download at www.
epa.gov/radon/nram/event_kit.html.
Basic Web Site Tips
Whether you are updating your radon Web site or adding some new information on National Radon Action Month,
these basic guidelines will help you create appealing Web site content:
> Create content that is accurate, credible, consistent, and clear.
> Design pages with a clean and consistent design (e.g., a simple background, legible type, a few carefully selected
colors, predictable headers).
> Utilize bullets to highlight main points and steer clear of large text blocks. Use plenty of white space to give readers'
eyes a break.
> Use captioned images that convey your message in graphical format.
> Use small graphic files to ensure fast display of pages.
> Make it easy for users to logically move from section to section with simple navigation tools (e.g., side or top bars).
> Track site usage and invite user response. Not only will you know more about activity on your site, but your users
will feel more involved if given regular opportunities to submit comments.
> Visit www.usability.gov for more helpful tips on developing Web site content.
Source: National Cancer Institute. (2001). Making Health Communications Programs Work. Rockville, MD.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
National Radon Action Mont
Messages
The brief messages below are designed to help you communicate with the public and stakeholders
about National Radon Action Month. You can use this language for your Web site, newsletters, flyers,
and other materials. Feel free to customize the messages to suit your communication goals.
Consumer Message
You can use the following message to encourage individuals in your community to take action against radon during National
Radon Action Month.
January is National Radon Action Month
Test Your Home. Protect Your Health.
During January's National Radon Action Month, the U.S. Surgeon General and
the Environmental Protection Agency (EPA) urge all Americans to protect their
health by testing their homes for radon. Radon is a natural radioactive gas that
you can't see, smell, or taste but it could be present at a dangerous level in your
home. As the second leading cause of lung cancer deaths in the U.S. and the
first leading cause among non-smokers, radon claims more than 20,000 lives
annually. If a high radon level is detected in your home, you can take steps to fix
it to protect yourself and your family. For more information about what you can
do to protect your health and take action against radon during National Radon
Action Month, please visit www.epa.gov/radon/nram/public.html.
Basic Radon Facts
Radon fact sheets in English
and Spanish are provided in
this Kit. You can use the PDF
versions on pages 14-17 to
disseminate to your audience
or you can add your own logo
and contact information to the
customizable English version
available at: www.epa.gov/
radon/pdfs/nram/basic_radon_
fact sheet.doc.
Stakeholder Message
As part of your radon outreach activities, you may want to encourage other
stakeholders to get involved in efforts to increase radon outreach in January. The
following message can be used to promote National Radon Action Month to a wide range of community partners and other
radon stakeholders.
January is National Radon Action Month
Join the Effort to Prevent Lung Cancer Deaths from Radon
The Environmental Protection Agency (EPA) has designated January as National Radon Action Month. In January, communities
lead activities and host special events to raise awareness of the health effects of radon exposure, promote testing and
mitigation, and advance the use of radon resistant new construction. Join the national outreach efforts today and help
prevent thousands of lung cancer deaths from radon! EPA offers free tips and tools to help you plan and implement radon
outreach activities in your community. Visit www.epa.gov/radon/nram/partners.html to learn more about how you can
get involved.
www.epa.gov/radon/nram
-------
Basic
Radon Facts
Radon is a cancer-causing, radioactive gas.
Radon is a naturally occurring radioactive gas released in rock, soil, and water from the natural decay of
uranium. While levels in outdoor air pose a relatively low threat to human health, radon can accumulate
to dangerous levels inside buildings. You can't see, smell, or taste it, but an elevated radon level in your
home may be affecting the health of your family.
Exposure to radon is the second leading cause of lung cancer in the
United States and the number one cause among non-smokers. The
U.S. Environmental Protection Agency estimates that radon causes
more than 20,000 lung cancer deaths in the country each year. Only
smoking causes more lung cancer deaths. If you smoke and your
home has radon, your risk of lung cancer can be higher.
Radon is found all over the United States.
Radon has been found in elevated levels in homes in every state. No area of the country is free from risk.
Indeed, two homes right next to each other can have vastly different radon levels. Just because your
neighbor's house does not have an elevated level of radon does not mean that your house will have a low
radon level. The only way to know if your home is under the EPA action level of 4 pCi/L is to test.
High levels of radon in homes usually come from the surrounding soil. Radon gas enters through cracks
and openings—such as sump pump lids and plumbing features—on the lower levels of your home. Hot
spots include basements, first-floor rooms, and garages, but radon can be found anywhere in your house.
You should test for radon.
The U.S. Surgeon General recommends that all homes in the U.S. be tested for radon. Testing your house
for radon is easy to do. If your house has a radon problem, you can take steps to fix it to protect yourself
and your family.
How to Obtain Radon Test Kits
To obtain an easy-to-use radon test kit, you can:
>• Purchase a test kit from your local home
improvement or hardware store. Many kits are
priced under $25.00.
*• Visit the National Safety Council (NSC) Web site,
available at www.nsc.org/issues/radon, for
information on obtaining test kits at a discounted
price.
>• Contact your state radon program, details available
at www.epa.gov/iaq/whereyoulive.html, for
more information about obtaining test kits from
your state or from a radon testing company or
laboratory in your area.
You can find out if your home has an elevated radon
level by conducting a simple test. It's as easy as
opening a package, placing a radon detector in a
designated area, and, after a set number of days,
sending the detector back to a lab for analysis. The lab
will then inform you of your radon test results.
Radon test kits are available at your local home
improvement or hardware store, or in some cases
from your state radon office. You can also order
them from the National Safety Council (NSC) or
radon testing companies. Another option is to hire
-------
Basic Radon Facts (continued)
a qualified tester to do a radon test for you. Contact your
state radon office about obtaining a list of qualified testers.
Information about testing your home for radon and finding
a test kit is also available by calling 1 -800-SOS-RADON.
Radon is measured in picocuries per liter of air (pCi/L), a
measurement of radioactivity. EPA and the Centers for
Disease Control and Prevention recommend that homes
with radon levels at 4 pCi/L or higher should be fixed. EPA
also recommends that Americans consider fixing their
homes for radon levels between 2 pCi/Land 4 pCi/L. Based on a national residential radon survey
completed in 1 991, the average indoor radon level is about 1.3 pCi/L in the United States. The
average outdoor level is about 0.4 pCi/L.
You can fix a radon problem.
The cost of making repairs to reduce the radon level depends on several factors, including how your
home was built. Most homes can be fixed for about the same cost as other common home repairs,
like painting or having a new hot water heater installed. The average cost for a contractor to mitigate
radon levels in a home is about $1,200, although costs can range from $800 to approximately
$2,500. Look in your local phone book or call your state radon office to locate radon mitigators in
your area if you find an elevated radon level in your home.
New homes can be built with radon-resistant features.
Radon-resistant construction methods can be effective in reducing radon entry. When used properly,
these simple and cost-effective techniques can help reduce the accumulation of radon gas in homes.
Every new home should be tested after occupancy, even if it was built using radon-resistant
construction methods. If radon levels above EPA's action level at or above 4 pCi/L are are detected, it
is easier and less expensive to reduce radon levels in homes that have been built with radon-resistant
construction techniques.
Radon presents a serious health risk, but it can be controlled easily and cost-
effectively. Take action today. Encourage your friends and family members to do
the same!
-------
Hoja de datos sobre el radon
1
El radon es un gas radiactivo que causa cancer.
El radon es un gas radiactivo que proviene de la descomposicion natural del uranio un elemento
que esta presente en las rocas, el suelo y el agua. Los niveles de radon al aire libre representan
un riesgo mfnimo para la salud humana, sin embargo este puede
acumularse en el interior de cualquier edificio hasta alcanzar niveles
perjudiciales para la salud. Usted no puede verb, olerlo ni probarb,
pero cuando su nivel es elevado dentro del hogar, puede afectar a la
salud de toda su familia.
La exposicion al radon es la segunda causa principal de cancer
pulmonar en los Estados Unidos y la principal en las personas que no
fuman. De acuerdo con la Agencia de Proteccion Ambiental (EPA, por
sus siglas en ingles) de los EE.UU. el radon es el causante de mas
de 20,000 muertes anuales en el pafs. Solamente el fumar causa mas
muertes debido al cancer pulmonar. El riesgo de contraer este tipo
de cancer es mayor si usted es un fumador y si hay niveles altos
de radon en su hogar.
El radon se puede encontrar por todo los Estados Unidos.
En todos los estados se han encontrado hogares con niveles elevados de radon. No hay un area
que este exenta de riesgo. La unica manera de saber si el nivel de radon en su hogar esta dentro
de los limites establecidos por la EPA, o sea 4 pCi/L, es haciendo la prueba para detectarb.
Los niveles altos de radon que se encuentran en los hogares usualmente provienen del suelo de los
alrededores. El radon penetra a los pisos mas bajos de su hogar a traves de grietas y aperturas tales
como tapas de pozo de sumidero, y canerfas. Aunque el radon se puede encontrar en cualquier parte
de su hogar los lugares mas propensos son el sotano, los cuartos del primer piso, y los garajes.
Como obtener el kit de las pruebas
de radon
Para obtener un kit o paquete de las pruebas de
radon, usted puede:
^ Comprar el kit o paquete en la ferretena de su
localidad. Muchos de estos kits generalmente
cuestan menos de $25.00.
^ Visitar la pagina web del concilio nacional de
seguridad (nsc, por sus siglas en ingles) en
www.nsc.org/issues/radon. Ahf podra encontrar
informacion de como obtener la prueba, ademas le
ofrecen un cupon de descuento con el cual puede
ordenar la prueba por correo.
^ Comunicarse con el programa de radon de su
estado para obtener mas informacion sobre como
obtener la prueba de deteccion de radon. Vea mas
detalles en la pagina web en
www.epa.gov/iaq/whereyoulive.html.
Usted debe hacer la prueba
de radon.
El Cirujano General de los EE.UU. recomienda
que se haga la prueba de radon en todos los
hogares, la cual es facil de hacer. Si usted
tiene problemas de radon en su hogar, puede
tomar medidas para su propia proteccion y
la de su familia.
Con una simple prueba de deteccion de radon
usted puede saber si en su hogar hay niveles
de radon elevados.
-------
Hoja de datos sobre el radon (continued)
Usted mismo puede hacer la prueba o contratar una persona calificadaen radon para que la haga
por usted. La oficina a cargo del programa de radon en su estado le puede proveer una lista de
personas calificadas en radon y en algunos casos el kit o paquete con la prueba.
Para obtener informacion adicional en espanol de como hacer la
prueba en su hogar comumquese con la Lmea de Informacion del
Concilio Nacional de Seguridad (NSC, por sus siglas en ingles) al
1-866-528-3187. La llamada es gratis y usted podra ordenar la
prueba a bajo costo. Tambien puede pedir la prueba por correo,
puede obtener un cupon de descuento en la pagina del sitio
Web http://www.nsc.org/issues/radon/NSC2006Brochure.pdf.
El radon se mide en unidades de picocuries por litro (pCi/L) de aire,
que es una medida de radiactividad. La EPA y los Centres para el
Control y la Prevencion de Enfermedades (CDC, por sus siglas en
ingles) recomiendan reducir los niveles de radon en los hogares
que tengan una concentracion de 4 pCi/L o mas. La EPA tambien
recomienda que se reduzcan los niveles de radon entre
2pCi/Ly4pCi/L
I
Usted puede solucionar el problema de radon.
El costo de las reparaciones para reducir la concentracion de radon en su vivienda depende de
varies factores, incluyendo la manera en que fue construida. En la mayoria de los hogares el
problema se puede resolver por una cantidad de dinero similar a la que costarfa pintar la vivienda
o instalar un sistema de agua caliente nuevo (calentador de agua). El costo promedio de reducir
(mitigar) los niveles de radon por mediode un contratista calificadoesde $1,200.00,aunque la
cantidad puede fluctuar entre $800.00 y $2,500.00. Para localizar los contratistas calificados busque
en la gufa telefonica local o comunfquese con el programa de deteccion de radon de su estado.
Las casas nuevas pueden ser construidas con caracteristicas
resistentes al radon.
Utilizar tecnicas de construccion resistentes al radon puede ser un metodo efectivo para prevenir
que este gas entre en las casas. Cuando estas tecnicas simples y de bajo costo se aplican
apropiadamente pueden reducir el nivel de radon acumulado en los hogares.
Aunque se hayan utilizado tecnicas resistentes al radon al momento de la construccion despues
de mudarse a una casa nueva usted debe hacer la prueba de radon. Si los niveles de concentracion
de radon son iguales o superiores a los 4 pCi/L recomendados por la EPA, sera mas facil reducirlos
si se emplearon tecnicas de construccion resistentes al radon.
El radon representa un riesgo muy serio para la salud, pero puede ser controlado facilmente
y a bajo costo. Tome medidas hoy mismo. jAnime a sus amistades y familiares para
que hagan lo mismo!
-------
NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Media Outreach
A successful media outreach approach can increase the success of your event. The following tips will
help you...and capture media attention for your radon activity, event, or program.
Tell the radon story.
The best way to gain the media's attention is to provide facts
about the dangers of radon to public health. Radon is the
second leading cause of lung cancer, second only to smoking,
and radon exposure is the number one cause of lung cancer
among non-smokers.
>• Remember to involve the media in all radon-related
activities, such as testing demonstrations and poster
contests.
>• Invite the media to talk with people who have tested their
homes for radon and successfully mitigated the radon
problem, or whose homes were built radon-resistant.
> Arrange for interviews with doctors and other respected
experts and spokespeople who can discuss the dangers of
radon and steps to mitigate health risks.
>• Plan a press conference at an "on-the-scene" location,
such as at a home that will be tested for radon to
demonstrate how easy it is to test and to provide the
media with a visual for publicizing the issue.
Once you have designed an interesting event, there are a few
general steps you can follow to ensure that you get the best
coverage possible.
Please see pages 20-21 for more specific ideas on telling the
radon story in your community.
Build successful relationships with the
media.
> Establish a list of national and local media, taking note of
beat reporters. Beat reporters are assigned to a specific
area or topic, such as community health and science.
> Contact beat reporters and editors to introduce yourself
and to establish a point of contact for information.
>• Think of reporters as avenues for getting radon
information to the public.
Start with a good media list.
A good list is one that is relevant. In choosing whom to
approach, it is important to consider who is likely to want to
tell your radon story, as well as whom you would like to do it.
You may want to include small newspapers and community
newsletters in addition to major newspapers and television
and radio stations. While you want to cast a broad net, you
do not want to waste time and resources with media outlets
or reporters who are not right for the event.
At major newspapers and television and radio stations, in
most cases, it is appropriate to contact the assignment desk
or assignment editor. The assignment editor will usually give
you the name and contact information for the beat reporter
who covers topics related to radon.
In radio, you should contact the news director. Your local
library may have a media guide listing names and addresses
of the people you may want to contact. You can usually
get this information from the Web site of the radio station
as well. Be sure to get your contact's e-mail address. Many
reporters prefer to get releases and other background
materials bye-mail rather than hard copy.
Please see page 21 for a list of relevant media outlets to
consider.
A good list is an accurate list. Once you have developed
a list of potential contacts to target, double check that list
for accuracy by calling the publication or station. Call the
main number to make sure the person you have selected
to contact is still in that position, and that the contact
information you have is accurate.
Write a good pitch letter.
After you have a targeted list of reporters and editors,
you'll need to write a pitch letter. The pitch letter alerts
editors and reporters to your story and tells them why they
should cover radon issues. Please see page 20 for tips on
writing a pitch letter.
Write a press release.
A well written press release can yield more media coverage
than any amount of advertising could bring to radon. Please
see pages 23-24 for press release tips and a sample press
release.
Write an op-ed or letter to the editor.
Publications' opinion sections are another great place to
promote radon awareness. Author an op-ed describing
your experience with radon and encourage others in the
community to conduct radon tests. Writing an op-ed
18 www.epa.gov/radon/nram
-------
NATIONAL RADON ACTION MONTH
introduces the publication's readership to radon, puts a local
angle on the issue, and helps readers learn what they can do to
prevent exposure to radon. If the publication has written about
radon or related topics recently, you can respond to the article
with a letter to the editor. Please see pages 25-26 for a sample
op-ed.
Develop a media kit.
Make it as easy as possible for the media to do their jobs.
Provide them with statistical information about radon from
reputable sources and provide simple graphics if you have
them. Anything you can do to make it easy for reporters to
write a story will help. Put together a media kit with a full range
of information about radon issues, testing and mitigation,
radon-resistant new construction, and the specifics of your
radon event. A media kit can include the following materials:
* Pitch letter
>• Press release*
* Radon fact sheet*
>• Radon materials order form*
>• Biography or background information of speakers and
experts available to talk about radon issues
> Proclamation*
>• Calendar of events
> List of radon kit manufacturers and laboratories and their
toll-free numbers
> List of local stores that carry radon kits, complete with
contact information
>• Your contact information
> State radon program contact information
>• Web site addresses as appropriate
Follow up.
You've sent your materials out to the reporters and editors
on your list and allowed time for them to look over the
information. Now it's time to make follow-up calls. During your
follow-up calls, you should:
>• Be prepared. Make notes for your calls and be prepared to
take notes during the calls. Plan what you are going to say
ahead of time and stick to it. Try to anticipate any questions
or objections you might hear and have an answer prepared.
Always remind the media that radon is a serious health risk
that is easy to overlook because it is an odorless, invisible,
and tasteless killer. Also remember to send the message that
radon testing and mitigation is convenient and cost-effective.
> Be polite and brief. Editors and reporters are usually on a
very tight schedule and they will appreciate it if you get right
to the point. Identify yourself, tell them why you are calling,
and offer to answer any questions they may have.
>• Ask for coverage. After you have confirmed receipt of
your letter and answered any questions, ask for coverage of
your event.
EVENT PLANNING KIT
Remember these points.
Timing is everything. Consider the editor's
schedule when you place your calls. Newspapers
are usually working on a mid-afternoon deadline
for the next day, so late afternoon is the best
time to call. Call the staff of noon news programs
after 3:00 p.m. and call the evening news in the
morning.
More than one call may be required. This
is especially true with television stations. Often
the assignments for a given day are not made
until that morning. The station's ability to send
a crew to your event can be affected by other
events taking place that day. If a media outlet has
expressed interest in covering your event but has
not committed to it, call on the day of the event
and ask again for their coverage and remind them
of the details.
Don't get discouraged. You are competing
against other story ideas and current events. You
might feel as though you are getting the run-
around. It's possible that one person will tell you
to speak to another or to call back at another time.
If so, follow their directions. It is also possible that
people will be short with you because they are
busy. The best strategy is to be courteous, helpful,
creative, and most of all, persistent. Remember
that the media needs news to fill their programs
and newspapers. Let them know why your story is
worthy and make it as easy as you can for them to
"Samples of these materials are included in this Event Planning Kit. Some samples are
provided in MS Word and can be accessed at www.epa.gov/radon/nranYevent_kit.html.
19
Reporters may not attend your press
conference as a matter of policy. This is where
personal relationships help in convincing them
to make an exception. However, if a reporter tells
you in advance that he or she will not be able to
make it to your press conference, send them a
press release anyway and encourage them to use
the information to build a story with their own
sources. Determine the point of contact reporters
may attempt to call for additional information
and discuss with these individuals the importance
of providing a clear message that emphasizes the
health risks and the opportunities for managing the
risks. The best way to establish good relationships
with the media is to offer them opportunities for
interesting and newsworthy stories. Offer a hard-
to-get interview, local human interest stories,
eye-catching visuals or pictures, and good audio
for those in radio news. Always present your
information as something that readers, listeners,
and viewers deserve to learn.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
Telling Your Radon Story
How to Pitch a Story
Pitching a news story to a reporter, editor, or producer
can seem intimidating, but it is not difficult if you prepare
yourself adequately. The most effective way to contact the
media with a story idea is through a "pitch letter," which
provides the reporter or media with all the information they
need to pursue the story.
Use the following tips to write a good pitch letter:
1. E-mail is often the best way to get your letter in front of
the right person. Plan to follow up your e-mail with a
timely phone call.
2. Keep it short. Journalists don't have much time to
spend each day reading pitches. Begin your pitch with
your most compelling information to grab the reader's
interest, and explain the story in just a few paragraphs.
If you have a news peg (see below), make it clear at the
beginning of the letter.
3. Provide all the information journalists need to cover the
story. Make sure your pitch covers the "Who, What,
When, Where, Why, and How" of the story. Include your
contact information, list possible sources, and include
any relevant background material. If you have written a
press release, paste that into the e-mail.
4. If you are pitching a broadcast outlet, remember that
they are interested in gathering video footage. Tell them
about possible photo-ops or events.
News Pegs
Journalists often look for "news pegs," which make a
discussion of a broad issue relevant to the moment and
"newsworthy." When trying to obtain coverage of radon
issues, look for news pegs and point them out to the media
when you speak to them. News pegs can be breaking news,
or a simple event that brings a story into focus or makes it
more timely. Below are some possible radon-related news
pegs that can help frame other media pitches and guide
your discussions with reporters.
>• January is National Radon Action Month! This "month"
is a great reason to promote radon awareness, and
reporters will use that information to guide their
coverage. Why is January a good time to take action
against radon? Because it's an ideal month to test for
radon in your home.
> Death of someone from lung cancer that was thought to
be radon-related.
>• Any speech, rally, event, or meeting can be an
opportunity to involve the press.
>• Any national coverage of radon, cancer-causing agents,
or other health/air-quality disaster can be an opportunity
EVENT PLANNING KIT
to remind readers that people can be exposed to a
high level of radon every day, without knowing it. Local
outlets look for ways to make national stories more
relevant to local readers.
> Adoption of a radon resistant new construction code.
Radon Story Pitches
Here are some ideas for pitching the radon story to your
local health, parenting, real estate, government, and other
media outlets.
Nonsmokers Are at Risk for Lung Cancer - Although
many people may be concerned about cancer prevention,
nonsmokers may think they are not at risk for lung cancer.
Is there someone in your area that has been diagnosed
with lung cancer but never smoked? Work with local cancer
advocacy groups to identify potential interviewees who
would be willing to tell their stories. Tell the media about
your spokesperson's life, battles, and provide tips on testing
for and reducing radon levels in homes and other buildings.
Pitch to: Health outlets
Preventing Radon Exposure Can Help Prolong Your
Life - Longevity is a popular consumer theme that can
be leveraged to tell the radon story. Like diet, sleep, and
exercise, having a healthy home and preventing radon
exposure can have a positive effect on long-term health.
This story would be particularly appealing to publications
promoting natural health/lifestyles. Pitch to: Health
outlets
Prevent Radon for Healthier Homes - Because most
people spend so much time inside, homes typically account
for a major share of exposures to toxics that are harmful for
families. Unlike other environmental hazards like lead paint,
mold, moisture, and pests, you can't see or smell radon.
Radon is a preventable health threat in the home. Pitch to:
Health, parenting, home/real estate outlets
Getting Your Home Ready for Winter - When a home
is closed up during cooler weather months, radon can soar
to a harmful level. Winter is usually an ideal time to test a
home for radon. Editors may be interested in including this
information in tips, columns, or articles about getting one's
home ready for the winter.
Pitch to: Home/real estate outlets
Child-Proofing Your Home - Radon is often an
overlooked health threat for parents who are concerned
about creating a safe environment for their infants and
children. Babies and children spend most of their time
indoors and they are especially vulnerable to environmental
health threats. Editors may wish to include information
about the dangers of radon into stories about baby/child-
proofing or tips for home health and safety. Pitch to:
Parenting outlets
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
Radon Testing in Action - If a well-known local business,
organization, or government official is going to conduct a
radon test, make it a media event. Invite the local press to
observe the test beginning, and have officials and sources
available for comment on the importance and ease of radon
testing. When the test results are ready, invite the media
back for an announcement of the results.
Pitch to: Local government, health outlets
EVENT PLANNING KIT
Personal Story - Did you test your home for radon as
part of National Radon Action Month? Whether the test
revealed an elevated level or not, offer to tell your story to
the media. Remind them that you tested as part of National
Radon Action Month, and describe why you tested. Did you
do it for your children? Do you know someone who had
lung cancer? How are you taking action to fix your home if
radon is present? A compelling, emotional angle to radon
coverage helps put a human face on the issue. Pitch to:
Health, home/real estate, parenting outlets
Media Outlets
Consider the following outlets for pitching your local
radon story.
Health
>• Local newspaper health reporter/health department
Health producer at local news station
>• Health reporter/producer at radio station
Hospital medical newsletters
Natural health publications
>• Local retiree/senior publications
> To find other local health publications, reach out to
your local hospital, clinic, gyms, and nursing/senior
homes to see what publications they subscribe to or
stock in their lobbies.
Children/Parenting
>• Local newspaper education/youth reporter
>• Newspaper columnists who write on parenting/
children's issues
. Local newspaper's "Kids" section
>• News desk at a local TV or radio station
Local parenting magazines
> School newsletters
To find publications in your area that focus on
children's issues or parenting, reach out to your
school board. Ask if they circulate newsletters to
which you could contribute an article.
Home/Real Estate
"• Real estate reporter/section of local newspaper
>• Real estate listings magazines
>• Local construction, real estate, or broker trade
publications
Local decorating/architecture/home and garden
magazines
> If you're having trouble locating local real estate
publications, reach out to a real estate professional
and ask what publications they read or advertise in.
Local Government
>• Metro section or local government reporters and
columnists at newspapers, TV stations, and radio
stations
> Local government Web site (city, county, state)
> Online bulletin boards for your neighborhood or
Other Local Outlets
>• Local consumer magazines like The Virginian, The
Washingtonian, Cleveland Magazine.
> Local blogs are a top source for area outreach. Try
to find a blog dedicated to covering local news,
parenting, or local politics for radon outreach.
>• Does your area include Hispanic or Asian media?
Don't forget to reach out to Spanish-language or
other media targeted toward an ethnic or non-
English-speaking demographic.
>• If there is a university or college in your area, contact
their student newspaper(s).
> Cable channels and public broadcasting often offer a
variety of local home, parenting, or news programs
that might be amenable to a discussion on radon.
>• Check talk radio listings for similar local programming
options.
> If you don't get much response from local
newspapers or broadcast outlets, try contacting their
Web page staff. Often, outlets employ reporters for
Web-only content.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Media Buzz in Alabama Results
in Increased Testing
During January 2007, radon messages filled Alabama's radios, newspapers, and televisions. Notably, radon
interviews ran on Northwest Shoals Community College TV station's "For Your Information" and WYAM TV's "Talk
of The Town on The Light Side of The News". Alabama residents responded to
the message. Of the 482 test kits purchased or distributed as a result of National
Radon Action Month outreach, 379 radon tests were completed (22% had
elevated radon levels).
Patricia Smith, the Regional Extension Agent for Alabama's Radon Education
Program, coordinated the state's successful media effort. She worked
closely with county representatives, connected with key media contacts, and
disseminated press releases and news articles. Though her work peaked in
November and December, Smith fosters her media contacts throughout the year
by making regular office visits and phone calls. "Even after you already have a
connection," she explained, "it is important to check in frequently to maintain
the relationship and make new contacts when there are staff changes."
Smith initiated these relationships when she began her job in 2005. She visited
every County Extension Office to meet with radon staff and local media. "It is
important to have someone on the ground so that the media can put a familiar
face with Alabama's Radon Education Program," she said.
Pat Smith (left) of the Alabama Radon
Program with Suzie Wiley (center) and
Derrick Shull (right), the hosts of WYAM
TV 56 "Talk of the Town on The Light
Side of the News".
Agent says radon a problem in area
These strong connections paid off during the 2007 National Radon Action
Month. Several media outlets, like the Shoals Community College TV
station, contacted Smith for the story, because they were already familiar
with her and the state's radon efforts.
Media outreach was just one key element of Alabama's successful effort
to increase awareness of radon during National Radon Action Month.
Local proclamations, EPA's radon PSAs, city council proclamations, poster
displays, and other activities reinforced the media messages and helped
increase radon testing.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Sample
Press Release
Send a press release to the media to announce your radon campaign and increase your
community's awareness of radon issues. A well written press release can yield more
media coverage than any amount of advertising. Here are a few steps to take to ensure
you get the coverage you deserve.
> Keep your press release concise. Reporters and editors don't have
time to read through lots of text. Your press release should be no
longer than one page and should focus on the facts and the call to
action for your community.
> Grab their attention. At the upper left-hand margin, just under your
letterhead, you should have the words "For Immediate Release" in
bold, capital letters.
>• Make it easy for them to learn more. Somewhere near the top of __
the page, list your contact information including your name, title,
telephone numbers, fax number, and e-mail address. Also, indicate if
you have health or other experts on hand to provide interviews.
>• Include a headline such as "Health Risks in Our Community: How You Can Protect Your Family".
> Include a dateline or the city and state from which the press release is issued.
> Craft a lead paragraph. The first paragraph should grab the reader's attention and contain relevant
information, such as the five Ws (who, what, when, where, and why) if you're publicizing an
upcoming event.
The sample release on the next page can serve as a guide for creating your own. Be sure to time the
release during or near National Radon Action Month. Or, if your radon campaign activities will occur
during an alternate time, send this out to fit your schedule. Print the letter on your organization's
stationary and fill in local information where [indicated]. You may also wish to tailor this release to
announce a special event, press conference, or other local campaign activity. See the Media Outreach
Tips section on page 18 of this Kit for more information about working with the media.
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Sample Press Release (continued)
FOR IMMEDIATE RELEASE
CONTACT: [Point
int of contact's name and phone number]
*r m that homes-"
www.epa.gov/radon/nram.
24
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Sample
Op-Ed and Letter
to the Editor
Write an Op-Ed or Letter to the Editor
A well-written op-ed or letter to the editor can raise awareness in your community by helping readers understand
what they can do to prevent exposure to radon. Write an op-ed when you want to introduce radon issues to your
community and/or describe a personal experience with radon. An op-ed is your opinion and should be written to
grab the reader's attention and deliver an accurate message. Op-eds can vary in length between 400-750 words
long. You can write a letter to the editor when you want to respond to the publication's coverage of radon or add a
different perspective on related topics. A letter to the editor is shorter than an op-ed, usually 1 50-200 words. Here
are some tips on submitting an op-ed or letter to the editor:
>• Personalize your submission. It will be more compelling to the editors and the readers if your submission
resonates with your community.
> Include your contact information when submitting your op-ed or letter—include your address, phone number,
and e-mail.
>• Initially, send your op-ed
or letter to just your first
choice publication. Wait a
few days after submission
and follow up with a phone
call to gauge interest. If the
publication has decided not
to run your op-ed or letter,
go ahead and submit it to
another publication.
>• Always follow-up with a
phone call a few days after
submitting your op-ed or
letter. If your writing is
rejected, ask editors what
was lacking in your piece
so that you can revise or be
better prepared for the next
submission opportunity.
The following letter to the
editor is an example of how you
can respond to a publication's
coverage of relevant topics in
order to highlight your radon
message. The op-ed on page 26
can be used as a template and
you can personalize your own
introduction.
Sample Letter to the Editor
Dear Editor,
cancer caused by a dangerous gas.
,P U S Environmental Protection Agency as an at-
Townsville is described by the U.b. ti buildings
risk area for elevated radon levels. Radon isa *s t * -«n P <
from the earth, accumu,,, and po. ^ cance,
that 20,000 people die in the U.b. et
with prolonged radon exposure.
offering coupons for reduced
Thank you,
Jane Doe
Radon Campaign Organizer
radon
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Sample Op-ed (continued)
TOO MANY THINGS THREATEN OUR HEALTH -
DON'T LET RADON TAKE ITS TOLL
"
radon testing.
U.S. each year-a number that could be
^^
to
Many people don't know abou, radon because you ""'^m cause of
5S rs i-i- -s s -- - - ?s: *e suMvai rate is one
the lowest for those with cancer.
26
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Tips for Working with Your
Local Officia
Get a Radon Proclamation in Your Area
An official proclamation can be used to attract media attention when the governor, mayor, or other state or local official
endorses observance of National Radon Action Month. Here are some tips for working with your local official to sign and
promote a radon proclamation in your area:
>• Contact your mayor's or governor's office to determine how the official issues proclamations and identify the appropriate
contact person. You may learn that the process takes a few months or that the official has a specific proclamation
schedule. Be sure to call a few months in advance so that you can get your proclamation on the schedule in January.
* Contact your state radon program office
to find out if they have already requested
a proclamation. If the state has already
coordinated a governor's proclamation,
you can leverage it to encourage your local
officials to do the same.
>• Write a proclamation for your local official.
You can use the sample template on page
24. Include information about radon, local
statistics, and other community activities
during National Radon Action Month.
> Send a proclamation request letter to the
appropriate person in the official's office
along with the proclamation. Use the
request letter template provided on page
28 to get started on your letter.
>• Follow-up with the official's office after
sending your letter. You may need to call
a few times to check on the status of your
proclamation request.
> Coordinate a proclamation signing
ceremony with your government official
and invite the public and stakeholders such
as local health programs and community
activists.
> Use the proclamation to attract media
coverage during National Radon Action
Month. Issue a press release to get media
attention for the proclamation and invite
the media to the proclamation signing
ceremony or other related events.
>• Get permission from your official's office
to post the proclamation in public places
such as bulletin boards in local schools,
hardware stores, real estate offices, and
other relevant venues where you can
attract attention for radon issues during
January.
Kansas Leverages Governor's
Proclamation
When Governor Kathleen Sebelius declared January as
Radon Action Month in Kansas, her message became
the centerpiece of a comprehensive radon outreach
campaign sponsored by the Kansas Department of
Health and Environment (DHE). The public response
to the promotion was dramatic. Test kit sales
doubled during that time.
Advanced planning was the key to the state's
successful program, said Kim Steves
of the Kansas DHE. She began
collaborating with her state's Public
Information Office in November
2006 to secure the participation
of the governor. On January
22, 2007, Governor Sebelius
signed the proclamation during
a special ceremony attended by
the media and local partners from
Kansas State University, Kansas
County Extension services, and
several health and environmental
organizations.
Kansas Radon Proclamation Signing
Ceremony (pictured from left to right):
Brian Hanson, Kansas State University;
Robert Dye, U.S. Environmental Protection
Agency; Clark Duffy, KDHE Bureau of Air
and Radiation; Kansas Governor Kathleen
Sebelius; Mike Heideman, KDHE Public
Information; Kim Steves, KDHE Bureau of
Air and Radiation; Cindy Evans, Shawnee
County Extension; and Tom Conley, KDHE
Bureau of Air and Radiation.
"A proclamation," said Steves, "is
just one component of a successful
campaign for National Radon
Action Month." DHE and local
partners used a media campaign
to reinforce the governor's message. They issued press releases and
purchased air time to run EPA's television, radio, and print PSAs,
customized with their state's contact information. Media coverage
included a local interview with Steves on KSNT Channel 27 during the
noon news hour as well as several radio interviews. Steves said that,
"The proclamation can be a foundation for local media coverage and
adds credibility to your radon message."
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Letter
to Government Official
[Date]
[Honorific {,* "The Honorable") and fuil name of officia!,
[Title of official]
[Address of official]
Dear [Honorific and name]:
and/o,
. Your
,„ lareal, radon
from your state radon office).
ead, year, rado, exposure
Sta.es a,, *. numb*
activities].
. , nave
Sincerely,
[Your name]
|phone number and/or email address]
(,nfofmation
of these concems, the
Duhng National Radon Artion
^ase contact me it you
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Sample
Proclamation
by Government Official
YOUR CITY, COUNTY, OR STATE
YOUR GOVERNMENTAL OFFICE
number one cause among non-smokers,
same neighborhood do not;
WHEREAS, testing for radon is simple and inexpensive;
WHEREAS, identified radon roblems can be fixed;
MOV.
JANUARY [Dates], [Year]
Official Radon Action Month
In [County, City, and/or State]
(Signature of Official)
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
EVENT PLANNING KIT
Radon Materials
Order Form
EPA has both print and electronic materials available to you at no-cost Some materials have limited quantities.
Make sure you get your materials requests in early so you have your materials for National Radon Action Month.
Publication
Breathing Easy: What Home Buyers and Sellers Should Know About
Radon
This short, educational video covers how to address radon in residential real
estate transactions. The primary audiences are home buyers and sellers, real
estate sales agents, and brokers. Home inspectors, mortgage lenders, other
real estate practitioners, and radon services providers will also find the video
helpful. This publication is available in VMS, CD and DVD. [EPA 402-V-02-003
(TRT13.10)]
Quantity
Building Radon Out: A Step-by-Step Guide on How to Build Radon-
Resistant Homes
This 81-page, fully illustrated guide contains all the information you need to
educate home builders about radon-resistant new construction (RRNC). [EPA
402-K-01-002, April 2001]
• PDF version: http://www.epa.gov/radon/pdfs/buildradonout.pdf
Buying a New Home: How to Protect Your Family From Radon
This introductory brochure provides basic information on radon-resistant
construction in new homes. [EPA 402-F-98-008, April 1998]
• HTML version: www.epa.gov/radon/pubs/rrnc-tri.html
Only available
online.
A Citizen's Guide to Radon: The guide to protecting yourself and your
family from radon
This recently revised guidance offers strategies for testing your home for
radon and addresses what steps to take after you have tested, the risk of
radon, and radon myths. [EPA 402-K-07-009, Revised May 2007]
• HTML version: www.epa.gov/radon/pubs/citguide.html
• PDF version: http://www.epa.gov/radon/pdfs/citizensguide.pdf
Only available
online.
Consumer's Guide to Radon Reduction: How to Reduce Radon Levels in
Your Home
This recently revised booklet is for people who have tested their home
for radon and confirmed that they have elevated radon levels. [EPA
402-K-06-094, Revised December 2006]
• HTML version: www.epa.gov/radon/pubs/consguid.html
• PDF version: http://www.epa.gov/radon/pdfs/consguid.pdf
El Radon: Gufa para su proteccion y la de su familia
"A Citizen's Guide to Radon" in Spanish. [EPA 402-K-93-005, September
1993]
• HTML version: www.epa.gov/radon/pubs/elradon.html
Only available
online.
EPA Map of Radon Zones
The purpose of this map is to assist National, State, and local organizations
to target their resources and to implement radon-resistant building codes.
This map is not intended to be used to determine if a home in a given zone
should be tested for radon. Homes with elevated levels of radon have been
found in all three zones. All homes should be tested regardless of geographic
location. [EPA402-F-93-013]
• Print-quality versions in JPG and PDF: www.epa.gov/radon/zonemap.html
Only available
online.
30
www.epa.gov/radon/nram
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NATIONAL RADON ACTION MONTH
Radon Materials Order Form (continued)
Publication
Gufa del Radon para el Comprador y Vendedor de Viviendas
"Home Buyer's and Seller's Guide to Radon" in Spanish. [EPA 402-K-02-001,
Julio de 2002]
• HTML version: www.epa.gov/radon/pubs/hmbyguidsp.html
• PDF version: http://www.epa.gov/radon/pdfs/hmbuyguidsp.pdf
EVENT PLANNING KIT
Quantity
Home Buyer's and Seller's Guide to Radon
This booklet is intended for anyone who is buying or selling a home, real
estate and relocation professionals, home inspectors, and others. [EPA
402-K-06-093, November 2006]
• HTML version: www.epa.gov/radon/pubs/hmbyguid.html
• PDF version: http://www.epa.gov/radon/pdfs/hmbuygud.pdf
Learning About Radon A Part Of Nature
Written for Native Americans, this 18-page booklet discusses radon's place
in the world, the basics on testing, and how homes can be fixed to reduce
radon levels. [EPA 402-K-02-002, February 2002]
• PDF version: http://www.epa.gov/radon/pdfs/learning_about_radon.pdf
Radon—A Physician's Guide: The Health Threat With A Simple Solution
This booklet enlists physicians in the national effort to inform the American
public about the serious health risk posed by indoor radon gas. [EPA 402-K-
93-008, September 1993]
• HTML version: www.epa.gov/radon/pubs/physic.html
Only available
online.
Ordering Materials for National Radon Action Month
• EPA has a variety of print, radio, and television PSAs available in English and Spanish. View and order Radon PSAs
at www.epapsa.com.
• EPA publishes a variety of documents in both print and electronic formats. Order materials online at
www.epa.gov/epahome/publications.htm.
• You may also order the EPA materials listed in
the Event Planning Kit by completing this form
Address:
Your name:
City, State, Zip:
Daytime phone:
E-mail:
and sending it to:
IAQ Info
Fax: (703) 356-5386
iaqinfo@aol.com
Or by calling:
(800) 438-4318 or (703) 356-4020
For Further Information:
• Contact your state radon program director, available at www.epa.gov/iaq/whereyoulive.html, to find out about
additional radon materials to help you educate your community.
• The National Safety Council's Radon Hotlines:
• 1-800-SOS-RADON [1-800-767-7236] (24 hour informational recording)
• 1-800-55 RADON [1-800-557-2366] (speak with an information specialist)
• 1-866-528-3187 (Spanish speakers)
www.epa.gov/radon/nram
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