Harris DeVille & Associates

YOU SEE, THERE’S THIS GIANT LEAF

To develop an advertising campaign for the Iberville Chemical Council (ICC) designed to increase public awareness of the council’s participation in and intent behind Responsible Care®.

The six-month campaign was conducted in East Baton Rouge, West Baton Rouge and Iberville parishes. It included a mix of 30-second and 10-second television spots, billboards, print ads and public relations efforts. In choosing the creative concept of “turning over a new leaf,” the ICC companies were admitting that there was room for improvement in their operations and that they were changing for the better, in other words, they were turning over a new leaf. The television spot featured 20 local employees of the companies turning over a 20-foot leaf on a grassy hillside. A toll-free number was included in the ads to provide a method for the public to voice concerns or ask questions.

ICC was the nation's first industry organization to use television to advertise Responsible Care®. Forty-two percent of the target audience recalled seeing the ICC ads. This response was more than double the expected industry recall average of 20 percent. Of that 42 percent, 66 percent recalled the intended messages.

Return to Footwork