Project Description

Case Study: Consumer Aerosol Products Council

The Problem

The Consumer Aerosol Products Council (CAPCO) spent ten years attempting to educate consumers that aerosol products no longer contained CFCs and therefore were not a threat to the earth’s upper ozone layer. Unfortunately, research showed that a majority of Americans still believed aerosol products are harmful to the environment.

The Solution

S&H was retained to implement a unique communications program that included radio air quality sponsorships aimed at educating consumers that aerosol products are CFC-free and do not harm the Earth’s protective ozone layer.  The new campaign underwent thorough focus group testing and pre-/post surveys prior to and following its launch.

In addition, S&H assisted CAPCO in a variety of other ways.  Efforts included targeting middle school teaching curriculum by promoting the CAPCO video “Another Awesome Aerosol Adventure” at educational conferences and meetings.  S&H activities also included media relations and press monitoring.

Radio Campaign Message

“The Consumer Aerosol Products Council reminds you that aerosol products –such as shaving cream and hair spray–have been CFC-free for more than 22 years, so they don’t harm the Earth’s protective ozone layer.

“Remember: It’s OK to Spray.”

The Results

Radio programming sponsorship, targeting educators, and proactive media outreach increased awareness that aerosol products have been CFC-free for over 22 years.

In addition, S&H assisted CAPCO in a variety of other ways.  Efforts included targeting middle school teaching curriculum by promoting the CAPCO video “Another Awesome Aerosol Adventure” at educational conferences and meetings.  S&H activities also included media relations and press monitoring.