The American Chemistry Council [3] (ACC), which received bad press last year for funding an Environmental Protection Agency [4] study that would have exposed children to pesticides and household chemicals [5], launched a "major public education campaign" called "essential2." The two-year, $35 million campaign will stress "how central chemistry is to the health and growth [6] of our nation," said [7] ACC President Jack Gerard. "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." ACC hired Ogilvy Public Relations Worlwide [8], APCO Worldwide [9] and the Ogilvy & Mather [10] ad firm for "essential2." The campaign includes a new website, www.americanchemistry.com [11], "press, television, public relations, online and employee communications," as well as outreach tailored to seven U.S. geographic regions.