Case Study: Consumer Aerosol Products Council
The Consumer Aerosol Products Council (CAPCO) had spent ten years attempting to educate consumers that aerosol products no longer contained CFCs and therefore were not a threat to the earth’s upper ozone layer. Unfortunately, research conducted in 1998 showed that a majority of Americans still believed aerosol products are harmful to the environment.
Radio Campaign Message
“The Consumer Aerosol Products Council reminds you that aerosol products –such as shaving cream and hair spray–have been CFC-free for more than 22 years, so they don’t harm the Earth’s protective ozone layer.
“Remember: It’s OK to Spray.”
S&H was retained in 1999 to implement a unique communications program that included radio air quality sponsorships aimed at educating consumers that aerosol products are CFC-free and do not harm the Earth’s protective ozone layer. The new campaign underwent thorough focus group testing and pre-/post surveys prior to and following its launch.
In addition, S&H assisted CAPCO in a variety of other ways. Efforts included targeting middle school teaching curriculum by promoting the CAPCO video “Another Awesome Aerosol Adventure” at educational conferences and meetings. S&H activities also included media relations and press monitoring.
Radio programming sponsorship, targeting educators, and proactive media outreach increased awareness that aerosol products have been CFC-free for over 22 years.