Harris DeVille & Associates

BRINGING IT TO THE TABLE

To increase public awareness of the benefits of the ammonia industry.

An ammonia awareness campaign was developed for the Louisiana Ammonia Producers (LAP) that targeted employees, elected officials, community stakeholders, near neighbors, teachers and the media. Messages regarding LAP's safety and environmental performance and economic, community outreach and product benefits were delivered to key audiences via numerous communications mechanisms, including videos, brochures, fact sheets, letters, meetings, displays, speeches and overhead presentations. The creative theme of the campaign was "It's What We Bring to the Table . . . Good People, Good Performance, Great Potatoes."

At the cornerstone of the ammonia awareness campaign was the “Raising Radishes with Amazing Ammonia” fertilizer school kit program. The kits were designed to teach second graders about plant growth and how ammonia fertilizers help farmers grow enough food to feed the world. The school kits educated children about ammonia and at the same time taught them basic math and science skills at a very early age.

The campaign was very well-received. Feedback indicated that the communications void was beginning to be filled and key audiences were recognizing LAP's benefits to Louisiana's River Parish area. The fertilizer school kits have also been a success. The school kits generated positive press coverage in the local newspapers and have received educational as well as professional recognition on numerous occasions.

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