Marketplace Advocacy Campaigns: Generating Public Support for Business and Industry By Barbara M. Miller

Marketplace Advocacy Campaigns: Generating Public Support for Bus ...

Chapter 2:

Marketplace Advocacy in Action

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an individual plant, a book on a stand, and a single owl). The narrator explains:

For each of us, there’s a moment of discovery. We turn a page, we raise a hand, and just then, with the flash of a synapse, we learn that life is elemental. And this knowledge changes everything. We look around and see the grandness of the scheme—sodium bonding with chlorine, carbon bonding with oxygen, hydrogen bonding with oxygen. We see all things connected. We see life unfold. And in the dazzling brilliance of this knowledge, we may overlook the element not listed on the chart—its presence so obvious, its importance is simply understood.

Following a visual of the periodic table, shots of people are then added to the commercial, both close up and from a distance. Overlaying several of these images is a square box with the letters “Hu,” as if it were taken from the periodic table. The ad concludes:

The missing element is the human element, and when we add it to the equation, the chemistry changes. Every reaction is different. Potassium looks to bond with potential, metals behave with hardened resolve, and hydrogen and oxygen form desire. The human element is the element of change. It gives us our footing to stand fearlessly and face the future. It is a way of seeing that gives us a way of touching issues, ambitions, lives. The human element—nothing is more fundamental, nothing more elemental.

Although advertising for the “Human Element” campaign does not specifically call on audiences to engage in political activism, the company does participate in advocacy regarding public issues, such as calls for a legislative bill that would set a price on carbon emissions (Behr, 2010). In another example, in a June 2010 Forbes editorial, Dow Chairman and CEO Andrew Liveris teamed up with the executive director of the Sierra Club to promote the passage of Home Star, a bill advocating a program that offers incentives for homeowners to weatherize their houses. Though the program clearly offers a business opportunity for