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THE PROBLEM
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 the majority of American’s still believed aerosol products are bad for 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." |
THE SOLUTION
As a result, S&H was retained in 1999 to implement our proposal to develop a unique program that includes radio air quality sponsorships aimed at educating the consumer 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 before its launch.
S&H, in addition, assists CAPCO in a variety of other ways. Efforts include targeting middle school teaching curriculum by promoting the CAPCO video "Another Awesome Aerosol Adventure" at educational conferences and meetings. S&H activities also include media relations and press monitoring.
THE RESULTS
Radio programming sponsorship, targeting educators, and proactive media outreach has increased awareness that aerosol products have been CFC-free for more than 22 years.
While the S&H program is still in its infancy, we are monitoring effectiveness on an ongoing basis, and numbers so far suggest the program to be highly successful in delivering CAPCO’s messages.
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