'Redd-up' call reaches cyberspace

Mayor Bob O'Connor's homespun "redd-up" campaign to beautify Pittsburgh in time for Major League Baseball's All-Star Game next month has broken through the colloquial bonds of Western Pennsylvania and onto the World Wide Web.

A column of black-and-gold garbage cans open and shut as Web users click links on www.redduppittsburgh.com about upcoming cleanup events, neighborhood tidy-up task forces and government resources available to litter busters.

Playing on the colors of the city's flag and its local sports teams was intentional, O'Connor spokesman Dick Skrinjar said.

"We want people to join another great Pittsburgh team, our 'redd-up' team," he said.

The goal is to encourage city residents in all 89 neighborhoods to help public works crews, whom O'Connor has ordered to tow abandoned cars and board up condemned houses.

Thousands of visitors are expected to visit Pittsburgh during All-Star festivities July 7-11.

According to the Web site, to O'Connor, it's as straightforward as, "It's time to redd up Pittsburgh, 'cause company's coming!"

Kurt Schimmel, a marketing professor at Robert Morris University who teaches classes on Web site marketing, said the site combines with electronic billboards around the city advertising the campaign to make for a savvy, low-cost marketing tool.

"They did it in-house, and it looks fairly professional. Is it state-of-the-art with all the bells and whistles• No. But I think they're being good stewards with the public money," Schimmel said.

"If he expands this after a successful launch, that'll be a bigger benefit," he said. "If it just stops after the All-Star Game, it won't mean anything."

Skrinjar said the Web site will update visitors about successful cleanup efforts in the city throughout the year.

Pennsylvania Department of Transportation spokesman Jim Struzzi said the Web site fits well with PennDOT's Adopt-a-Highway campaign.

"We appreciate what an aesthetically pleasing roadway does not only for the economy, but the quality of life for our residents," he said.

Adding to O'Connor's marketing campaign, Skrinjar said Lamar Advertising has donated time on seven roadside electronic billboards citywide.

The billboards display O'Connor's photo and the city's "redd-up" hot line, 412-255-2489, which is the number for the public works department.

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Seeing redd

'Redd up' doesn't belong solely to Pennsylvania, and it predates the United States, according to www.randomhouse.com . The term 'redd' was first recorded in the 15th century. 'The origin of redd is not entirely clear. It is probably derived from the Old English word hreddan, 'to rescue; free,' though it might also show the influence of any of several other words,' according to the Web site.