Swift action helps neutralize negative coverage.
Toxic toys. Could any product survive such a slur?
That's what 2008 headlines called phthalates,
the vinyl softeners used in many everyday
products - including toys. Barely spoken of in
the early 2000s, this became a hot issue for
the anti-chemical lobby. The controversy and
negative coverage had already led California to
announce a ban on phthalates. Opinions were
rapidly turning into facts. And for the American
Chemistry Council (ACC), time was running out.
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Ogilvy's research into the situation revealed some illuminating insights. Americans, mired in war and buffeted by a financial crisis, felt powerless. Phthalates were a problem they could at least do something about.
The counter-campaign sought to become positive and proactive. Misinformation was quickly clarified, with third parties - such as the Food and Drug Administration - referred to for comment. Influential blogs were identified, and rebuttals to negative posts delivered within 24 hours. These communicated both the safety facts around phthalates, and referred readers to a specially-designed ACC website for more information.
A noticeable shift in the public mood was soon detected. Now, 83% of consumers do not strongly support a ban on the use of phthalates.
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