Cal. Health and Safety Code § 44070.5

(a) The department shall develop and continuously conduct a public information program, in consultation with the state board. The program shall be designed to develop and maintain public support and cooperation for the motor vehicle inspection and maintenance program and shall include information on all of the following: (1) The health damage caused by air pollution. (2) The contribution of automobiles to air pollution and the gross polluter problem. (3) Whether a motorist’s vehicle could be a gross polluter without the motorist knowing. (4) The importance of maintaining a vehicle’s emission control devices in good working order and the importance of the program. (b) That information shall be disseminated by all means that the department determines to be feasible and cost-effective, including, but not limited to, television, newspaper, and radio advertising and trailers in movie theaters. The department may also utilize grass roots community networks, including local opinion leaders, churches, the PTA, and the workplace. Extensive marketing research shall be performed to identify the target population.