Challenge: The American Plastics Council wanted itsmember companies to support its latest public campaign, reinforcing the valueof plastics in everyday life. Solution: Leveraged the APC campaign both internally andexternally to support the APC outreach effort. Used multiple internal andexternal communication channels.
Email Launch to Dow Plastics EmployeesFrom: Bader, Kreinberg and WoodSubject: Listen Up… to the Everyday Miracles of PlasticProducts Dear Colleagues, True to taking an “outside-in” view, we believe it’s worthwhileto pause and see through the eyes of those whose lives we affect. Asemployees of one of Dow’s three global plastics businesses, you know betterthan most that plastics play an important role in improving people’s lives. Ifa product is made of plastic there’s a reason. And chances are the reason haseverything to do with helping consumers get what they want. However, consumers don’t often recognize the vital role ofplastics in their lives, even though this miracle material is practically everywhereand in everything. The public doesn’t see plastic food wraps; they see foodthat is safe against spoilage and contamination. The public doesn’t see plasticprotective gear; they see bicycle helmets that help protect them from seriousinjury. Even we take for granted the vital role played by plastics inour everyday lives... and we make plastics! That’s why we plan to send you a series of messages over thenext ten weeks to remind you of the benefits of plastics. The opportunity to do so is made possible by the release of somenew ads that are part of the American Plastics Council’s (APC) “Plastics Makeit Possible” campaign. This consumer advertising campaign is a prime example of effortsby the industry worldwide to help plastic producers, including Dow, strengthenand expand markets by maintaining awareness and acceptance of plastic products.We depend on public acceptance of the materials we make to give us the freedomto operate, to grow our businesses and to continue introducing new products toenrich people’s lives. Since the APC’s campaign began in the early 1990’s, publicperceptions of plastics have grown increasingly favorable. Today, plastics arenow favored above competing materials, including wood, steel and glass. In addition to reminding you of the benefits of plastics, webelieve these ads are reason for all of us to take pride in what we at Dow doto improve daily life at its core. We must not forget, even as we aredistracted by the demanding circumstances in which we are operating today, thatwe make a fundamental difference in people’s lives. So… listen up! And know that we are part of an industry thatmakes everyday miracles happen. > You may viewand listen to all of the APC ads - which include television, radio and printads - at www.plasticsmakeitpossible.org.You can also learn more about the important role of plastics in your life bylinking to other APC web sites from www.plastics.org.
Be sure to share these sites and creative ads with your family, friends and neighbors.
Be sure to share these sites and creative ads with your family, friends and neighbors.
Dow World News, Global Satellite Broadcast, APC Segment
Host on camera: Well Bill… this is a first for Dow WorldNews… I’m told it’s time for a commercial break! Let’s have a look . . .
[ROLL “Miracle” TV spot] Host on camera: I think MY head hurts after watching thatone! You know that commercial is just one in a new advertisingcampaign by the American Plastics Council.
Plastic is certainly the material behind many of theeveryday products in our lives. I take it that’s the point of this new campaign. CEO on camera: That’s exactly right, Michael. Even we, themanufacturers, sometimes take for granted the role our products play in thelives of people throughout the world. We’ve always known our products make a vital contribution tosociety… but, as a company, and as an industry, we haven’t always done a goodjob of sharing the benefits of our products with the public and electedofficials and regulators. They certainly can influence our future, as a company and anindustry. Thanks to the leadership of a number of Dow people,including Bob Wood and Mike Hayes who have worked hard at the American PlasticsCouncil, we are successfully changing perceptions of the importance ofplastics…and plastics are now favored above competitive products like wood,steel and glass. Host on camera: Anything similar being done in other partsof the world? CEO on camera: Yes. Just last year, the Association ofPlastics Manufacturers in Europe ran a similar campaign. And, in fact, theEuropean Chemistry Council is thinking about running a campaign like this inthe near future. Host on camera (Superimpose www.plasticsmakeitpossible.comon the screen): The commercial we saw is part of a series, and you can view allof the latest ads from the American Plastics Council atplasticsmakeitpossible.com - and all Dow people can view this Web site, eventhose who don’t have regular Internet access.
Switching gears now... and that pun IS intended because we're going to talk about one of Dow's automotive customers now, right Bill?
Host on camera: Well Bill… this is a first for Dow WorldNews… I’m told it’s time for a commercial break! Let’s have a look . . .
[ROLL “Miracle” TV spot] Host on camera: I think MY head hurts after watching thatone! You know that commercial is just one in a new advertisingcampaign by the American Plastics Council.
Plastic is certainly the material behind many of theeveryday products in our lives. I take it that’s the point of this new campaign. CEO on camera: That’s exactly right, Michael. Even we, themanufacturers, sometimes take for granted the role our products play in thelives of people throughout the world. We’ve always known our products make a vital contribution tosociety… but, as a company, and as an industry, we haven’t always done a goodjob of sharing the benefits of our products with the public and electedofficials and regulators. They certainly can influence our future, as a company and anindustry. Thanks to the leadership of a number of Dow people,including Bob Wood and Mike Hayes who have worked hard at the American PlasticsCouncil, we are successfully changing perceptions of the importance ofplastics…and plastics are now favored above competitive products like wood,steel and glass. Host on camera: Anything similar being done in other partsof the world? CEO on camera: Yes. Just last year, the Association ofPlastics Manufacturers in Europe ran a similar campaign. And, in fact, theEuropean Chemistry Council is thinking about running a campaign like this inthe near future. Host on camera (Superimpose www.plasticsmakeitpossible.comon the screen): The commercial we saw is part of a series, and you can view allof the latest ads from the American Plastics Council atplasticsmakeitpossible.com - and all Dow people can view this Web site, eventhose who don’t have regular Internet access.
Switching gears now... and that pun IS intended because we're going to talk about one of Dow's automotive customers now, right Bill?
