Government | Environmental Sustainability | Public Education
When research revealed that millions of drivers were changing their motor oil far more frequently than vehicle manufacturers recommended, the California Integrated Waste Management Board saw an opportunity to reduce environmental waste while saving consumers money. Jon Myers developed and led the communications strategy behind the “3,000-Mile Myth” campaign, a statewide public education initiative designed to challenge decades of conventional wisdom. Through media outreach, expert spokesperson engagement, and the creation of a consumer-focused digital resource, the campaign helped shift public understanding of vehicle maintenance and influenced broader changes in industry messaging.
Strategic Communications | Public Awareness Campaigns | Media Relations | Behavior Change Communications
For decades, Americans were told to change their vehicle’s motor oil every 3,000 miles. The recommendation had become so deeply ingrained that most drivers accepted it as fact.
Research conducted by the California Integrated Waste Management Board revealed a different reality. Many modern vehicle manufacturers had significantly extended their recommended oil change intervals, with some vehicles capable of traveling 5,000 miles or more between oil changes.
The outdated 3,000-mile standard was contributing to millions of gallons of unnecessary used motor oil being generated each year. The Board sought to educate California drivers, reduce waste, and encourage consumers to follow their vehicle manufacturer’s recommendations instead of relying on outdated industry practices.
Jon Myers developed a statewide communications campaign designed to challenge one of the automotive industry’s most persistent myths.
The campaign focused on a simple message:
Your vehicle manufacturer knows best.
Rather than telling consumers to change their behavior blindly, the strategy centered on providing credible information from vehicle manufacturers and making it easy for drivers to determine the proper maintenance schedule for their specific vehicle.
Key elements included:
The campaign combined media relations, public education, digital engagement, and expert-driven communications to maximize awareness.
Jon coordinated a series of radio and television interviews featuring industry experts and spokespersons who helped explain the research behind the campaign and the environmental impact of unnecessary oil changes.
A dedicated online resource provided consumers with easy access to manufacturer recommendations, helping drivers make informed decisions based on their specific vehicle rather than relying on a one-size-fits-all rule.
The campaign’s messaging focused on two benefits that resonated strongly with consumers:
The campaign generated significant statewide and national media attention and successfully elevated public awareness around modern vehicle maintenance practices.
Key outcomes included:
The “3,000-Mile Myth” campaign demonstrated how strategic communications can help change long-held public perceptions and encourage more sustainable behavior.
By combining credible research, consumer education, and accessible digital tools, the campaign helped drivers make more informed decisions, reduce environmental waste, and save money—while contributing to a broader shift in how the automotive industry communicated vehicle maintenance recommendations.