Influencing Public Opinion A Case Study: APC

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Influencing Public OpinionA Case Study APC
Prepared for the

• July 2004

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Defining The Real Problem
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The Nadir -- January 1989

• The Planet Wrapped in Plastic!
• The Mobro wandering garbage barge

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When Didnt Plastics Make It Possible?

• The Situation 1988-1992
• Favorability of plastics and industry20 lower
  than competitorslow 50s
• 300 restrictive legislative proposals per year
  threatening market growth
• Negative print media outweighed positive coverage
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• Customers and consumers switching away from
  plastics

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How the Organization Evolved
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CSWS to APC Evolution

• Council for Solid Waste Solutions
• 1988 1992 7 12MM/yr
• Target Audience opinion leaders and
  policymakers
• Message Solutions
• American Plastics Council
• 1992 today 50 20MM/yr
• Target Audience general public
• target segments
• Message Safety Health Benefits

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Phase 1 Council for Solid Waste Solutions
CSWS 1988-1992 Target opinion leaders and
policymakers traditional advocacy
focuseffective, but
We were winning many battlesbut losing the
War!
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1991 92 Developed Holistic Approach
Advocacy
Business Solutions
Communications
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APCs Communications Strategy
Generate positive perceptions and reduce negative
impressions . . .

• By highlighting through paid mediaadvertising--po
  sitive attributes and personally relevant values
• By positioning industry through earned media as
  part of environmental solution
• By responding to every challenge

Perceived ValuePerceived BenefitsPerceived Costs
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Advertising Campaign Phases Included TV Print
Radio
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Phase 2 The American Plastics Council
Take Another Look at Plastics
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Solution oriented--Take another look at Plastics

• 1st Generation

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Phase 2 The Values Study
1992 1998 Benefits of plastics that deliver
less stress and worry over personal and family
health and safety and sense of peace of mind help
the public conclude benefits of plastics outweigh
environmental risk.
Improved Personal and Family Quality of
Life Leading to Greater Peace of Mind
Less Worry Over Personal and Family Health and
Safety
Living Safer, Healthier Lives
Durability Shatter Resistance Medical Uses Food
Protection
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Phase 2 Plastics Decision Making Map - 1992
Peace of Mind
Personal Security
Enjoyment
Future World
Less Worry/Stress
Self Esteem
Quality of Life
Health/Safety
Save Money
Save Time
Effects on Environment
Environmental Impact

• Product Use
• Sanitary/sterile
• Shatter resistant
• Easy to use
• Durable
• Medical use

• Before Use
• Ingredients
• By-products

• After Use
• Biodegradable
• Recyclable

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Values-oriented--Plastic Makes It Possible

• 2nd Generation

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Next GenerationHealth Safety Vignettes

• 3rd Generation

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Next GenerationHealth-only and Safety-only

• 4th Generation

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Next Generation Safety Health

• 5th Generation

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Moving the Public Essential to Success with Other
Audiences
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Phase 3 Positioned for a New Challenge
Peace of Mind
Personal Security
Enjoyment
Confidence in Using Plastic Products
Less Worry/Stress
Quality of Life
Health/Safety
Save Money
Save Time
Have Knowledge / Be Informed

• Product Use
• Sanitary/sterile
• Shatter resistant
• Easy to use
• Durable
• Medical use

Environmental Impact
Consumer Education / Information

• Before Use
• Ingredients
• By-products

• After Use
• Biodegradable
• Recyclable

Continued Research

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Memories
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Miracle
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Car
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Outlet
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Plastics Consumer Attitudes 5 years to
Crystallize Favorability
63 - Risks
Benefits
Risks
26 - Benefits
1997
1992
Opinion Survey Do the benefits of plastic
outweigh the risks of plastic, or do the risks of
plastic outweigh its benefits?
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Influencing Public OpinionA Case Study APC
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Chemical Industry Strategy