Essential2: Better Flacking Through Chemistry

Working with Ogilvy PR, the American Chemistry Council (ACC) launched its "Essential2" PR campaign last year, "to reposition the $550 billion industry as not only imperative, but advantageous to all aspects of modern life." Essential2 includes "national cable TV spots, print ads, and a policymaker education program." PR Week profiles the campaign's outreach to chemical company employees. ACC named "campaign coordinators at each of its 129 member companies" and provided them with "articles on topics ranging from chemistry's role in preventing house fires to keeping NASCAR drivers safe." ACC also designed an online "employee ambassador" kit with tips on "how to discuss the benefits of chemistry, write educational letters to the editor, contact government officials, and generate school and community group speaking opportunities." ACC members include Dow Corning, Bayer, DuPont and Carus Chemical, which hosted an employee ice cream social where "ACC's MTV-style motivational video screened as entertainment."