| Chapter 2: | Marketplace Advocacy in Action |
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Dow Chemical Company: “The Human Element”
For decades, Dow Chemical Company’s reputation has been plagued by negative associations with chemical accidents, such as Bhopal, and the manufacturing and distribution of restricted or banned chemicals, such as Agent Orange and DDT. In an effort to position Dow “as more than a faceless chemical company” and to “create associations for the brand that went beyond the occasional negative news story,” a campaign was launched to create an emotional connection with consumers and stakeholders worldwide (Martin Agency, n.d.). Launched in 2006, Dow’s “Human Element” campaign seeks to demonstrate how chemistry can be used to address world challenges and how the company interacts with people in a positive way. Among the issues featured throughout the campaign are the needs for renewable energy generation and conservation, clean water, and agricultural productivity.
Dow’s advocacy efforts include video and print advertising, media relations, and event sponsorships—such as the “Dow Live Earth Run for Water,” a series of 6 km run/walks, concerts, and water education activities that took place in April 2010 in 200 cities and 81 countries—to raise funds and awareness of the need for safe drinking water around the globe (Dow Chemical Company, 2011a). In a July 2010 Dow fact sheet, the company also announced its plans to sponsor the 2012 Olympic Games, stating that
In one television ad for the “Human Element” campaign, images conveying grandness and enormity (e.g., landscapes, oceans, and waterfalls) are interspersed with shots indicating uniqueness (e.g., a glass vial with