| Chapter 2: | Marketplace Advocacy in Action |
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Thirty-second and 60-second versions of this ad, along with several others, were created to showcase how energy impacts everyday lives and to demonstrate “the level of commitment, ingenuity and responsibility Chevron employees practice every day to bring energy supplies to global markets” (Chevron, 2007). The television ads appeared on channels such as CNN, BBC, and Discovery across the United States as well as in Europe, Africa, Asia, Latin America, and the Middle East.
In the online realm, the “Human Energy” campaign continues to host the “willyoujoinus” Web site, which as of 2007 had received more than 2 million visitors from 190 countries (Chevron, 2007). The site now also includes an interactive game, “Energyville,” which examines the economic, security, and environmental impacts of energy choices.
Texas Alliance of Energy Producers:
“Foundation for Energy Education”
Though many of the more well-known marketplace advocacy campaigns by trade associations and multinational corporations are aimed at national and international audiences, regional audiences are also frequent targets of marketplace advocacy efforts. Statewide trade associations, particularly those related to energy industries, are using marketplace advocacy campaigns to enhance the image of business and industry and to educate the public on its role in the local, state, and national economy. The “Foundation for Energy Education,” a nonprofit affiliate of the Texas Alliance of Energy Producers, is one such example.
Created by the merger of the North Texas Oil and Gas Association and the West Central Oil and Gas Association in 2000, the Texas Alliance of Energy Producers is among the largest state-independent oil and gas associations in the nation. Representing the interests of the oil and gas industries at the state and federal levels, the alliance is committed to “ensuring that tomorrow’s energy policy will be one in which our members grow and prosper” (Texas Alliance of Energy Producers, 2011). Following a statewide public opinion poll conducted in 2005 that revealed negative opinions toward the oil and gas industries, particularly