17 Successes repositioned an industry sector through people-centric storytelling.
A benchmark study concluded that most EU stakeholders cannot name an application of chlorine-based chemistry beyond water treatment. Euro Chlor (the European trade association for the chlorine industry) wanted to address this, and emphasise the economic importance of the European chlorine industry – even though few people are directly employed.
17 Successes focuses on individuals involved in the many industries which use - at any stage - chlorine-derived chemistry. (We chose 17 subjects to emphasise chlorine’s position on the chemical Periodic Table of elements.)
The subjects, representing a wide variety of socio-economic activity from a student to a mechanic to a farmer, were interviewed and photographed. The resulting profiles followed a structured format for consistency throughout the 17 different people.
The result provides a human connection and a very real reminder of the downstream employment and economic benefits provided by the European chlorine industry.
As well as the primary aim of explaining the socio-economic contribution of the European chlorine industry on a relatable level, our 17 successes introduce the breadth of application of chlorine chemistry. The positive attributes associated with these disciplines (caring, dynamic, innovative, safe...) are emphasised and, in-turn, associated with an occasionally maligned industry sector.
The resulting media assets are as applicable to social media, print and web use and continue to effectively communicate for Euro Chlor several years after launch.
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