American Chemistry Council Unveils New Public Education Campaign
American Chemistry Council Highlights How Chemistry Is essential2life
ARLINGTON, VA (September 23, 2005) – The American Chemistry Council (ACC), the trade association for the world’s leading companies engaged in the business of chemistry, launched a major public education campaign to increase awareness of the chemistry industry’s contributions to modern life, from innovations in everyday products to its contribution to the U.S. economy.
The educational campaign demonstrates how the American chemistry industry is essential to (“essential2 SM”) safety, health, innovation, the economy and the environment. The integrated “essential2” campaign encompasses advertising, public relations, a new website and employee communications.
“The initiative makes use of ‘essential2’ as an homage to the traditional display of a chemical compound formula one would see on the periodic table of elements in any science classroom,” said Michael Campbell, Chairman, President and CEO of Arch Chemicals and Chairman of the Board of Directors of ACC. “The campaign is a constructive way for us to engage and have a dialogue with the very people who use, enjoy and benefit from our products.”
“This is an inspiring undertaking for America’s chemical makers and for industries that use the products of chemistry,” said ACC President and CEO Jack N. Gerard. “‘essential2’ makes a powerful statement about how connected we all are and how central chemistry is to the health and growth of our nation. For example, the chemistry industry is America’s leading exporter, accounting for 10 percent of all U.S. exports, and we generate more than half a trillion dollars for the U.S. economy each year.”
A central feature of the campaign is a new website (www.americanchemistry.com) highlighting the industry’s contributions to technological advances and economic performance. The site also demonstrates the economic contributions of the industry to each state, including employment, exports and tax data.
“Through the ‘essential2’ public education campaign,” said Robert Wood, Chairman, President and Chief Executive officer of Chemtura, who helped spearhead the industry effort to launch the initiative, “we hope to bridge the gap between Americans’ minimal knowledge of our industry and the real meaning and impact of chemistry in their everyday lives.” Wood continued, “Our industry produces the inspirations, the innovations and the means of accomplishing amazing things. We look forward to sharing our story and creating a new conversation about our work.”
The campaign, in which ACC plans to invest approximately $35 million over two years, was created in conjunction with Ogilvy & Mather, Ogilvy Public Relations Worldwide and APCO Worldwide.
The advertising component of the campaign includes national and local television, print, radio, online and outdoor advertising that highlights how chemistry is “essential2” everyday life. Public relations efforts will highlight the industry’s contributions to a diverse cross section of audiences, including government officials, business leaders and the general public.
According to David Fowler, Worldwide Creative Director at Ogilvy & Mather, the firm created the “essential2” idea with modern life in mind. “Creatively, the more we looked at the facts, we realized the products that come from chemistry aren’t just nice, they’re essential: medicines, silicon chips, clean water, cellular telephones. They make modern life modern. The chemistry industry itself is an essential part of the American economy. We took this utterly true, indisputable fact and made it the basis for this 360º communication effort: press, television, public relations, online and employee communications.”
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About the American Chemistry Council:
The American Chemistry Council (ACC) represents the leading companies engaged in the business of chemistry. ACC members apply the science of chemistry to make innovative products and services that make people’s lives better, healthier and safer. ACC is committed to improved environmental, health and safety performance through Responsible Care, common sense advocacy designed to address major public policy issues, and health and environmental research and product testing. The business of chemistry is a $516 billion enterprise and a key element of the nation’s economy. It is one of the nation’s largest exporters, accounting for ten cents out of every dollar in U.S. exports. Chemistry companies invest more in research and development than any other business sector. Safety and security have always been primary concerns of ACC members, and they have intensified their efforts, working closely with government agencies to improve security and to defend against any threat to the nation’s critical infrastructure.
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