CASE STUDIES
REVERSING PRODUCT DE-SELECTION
Case Study of the Council for LAB/LAS Environmental Research
Challenge
LAS is the world’s most widely used surfactant, a highly effective, relatively benign ingredient of detergents and other cleaning products worldwide. Ten years ago, during the worldwide campaign against petroleum-based products, LAS came under attack from activists, aided by makers of competing “natural” surfactants that were not petroleum-based.
Strategy
LAS is the world’s most widely used surfactant, a highly effective, relatively benign ingredient of detergents and other cleaning products worldwide. Ten years ago, during the worldwide campaign against petroleum-based products, LAS came under attack from activists, aided by makers of competing “natural” surfactants that were not petroleum-based.
Tactics
- JAA established a web site, worldwide monitoring and a “truth squad,” comprised of JAA’s science team (headed by a PhD in microbiology and chemistry) to respond immediately to misleading news reports, articles or statements, wherever they appeared.
- JAA developed fact sheets, and an annual technical journal, the CLER Review, to make pro-LAS studies easily accessible to regulators, industry and the media. JAA also held regular media briefings, and organized CLER exhibits at international conferences of customer industries.
- JAA’s science team directed the CLER research program to resolve outstanding environmental issues, testified on behalf of LAS at professional conferences, and persuaded the European chemical industry and detergent manufacturers to join a CLER-led coalition to fight proposed bans on LAS in Denmark and Sweden.
Result
The issue has successfully been put to rest in most of the world, largely due to CLER’s advocacy and partnerships with its European counterparts. CLER continues to advocate the environmental safety of LAS through science. It recently completed an exhaustive review of the surfactant through a program run by the Organization for Economic Cooperation and Development, which found the product safe for the environment and public health.
REDUCING FIREWORKS INJURIES TO CHILDREN
Award-Winning Case Study of the National Council on Fireworks Safety
Challenge
When the Consumer Product Safety Commission was created in the early 1970s, one of its first targets was backyard (Class C) fireworks, which are traditionally sold from roadside stands in the weeks before July 4. Organizations representing fire chiefs, the blind and the public health community lobbied hard for a ban on this class of fireworks to prevent unnecessary fires and injuries. The American Pyrotechnics Association, representing manufacturers of these fireworks – mostly small family firms – asked John Adams Associates to help them manage this crisis, which would have destroyed their livelihoods.
Goals
- To reduce fireworks injuries to children while permitting continued use of “backyard” fireworks for July 4 celebrations..
- To prevent a ban on fireworks that would have destroyed the livelihoods of hundreds of small family-owned businesses.
Strategy
LAS is the world’s most widely used surfactant, a highly effective, relatively benign ingredient of detergents and other cleaning products worldwide. Ten years ago, during the worldwide campaign against petroleum-based products, LAS came under attack from activists, aided by makers of competing “natural” surfactants that were not petroleum-based.
Tactics
- Formed and managed the National Fireworks Safety Council, which included fire chiefs, teachers and consumer representatives.
- Developed and distributed educational materials for schools, parents, fire stations and emergency response units to teach parents and young children how to handle their Fourth of July fireworks safely.
- Implemented annual media campaign, including major op-ed placement, news articles, radio and TV media tours and a media “hotline” in the weeks leading up to July 4th, reminding parents and consumers about the importance of fireworks safety.
Result
Injuries have continued to drop dramatically, permitting backyard fireworks to continue to be made and sold for July 4 celebrations.
The safety campaign received two awards for excellence in public education from the Public Relations Society of America, including a Silver Anvil.
PARTNERING WITH FEDERAL AND STATE AGENCIES
The Manufacturers of Emission Controls Association (MECA)
Challenge
John Adams Associates was asked by MECA to change negative public attitudes toward new emission controls on cars and discourage dismantling by auto mechanics.
Strategy
JAA’s strategy focused on high school seniors as message bearers on the new technology.
Tactics
- JAA gained the support and cooperation of the federal EPA and state and local education officials to cooperate in a series of special events at leading high schools in 10 major cities across the country, organized by JAA.
- At each event, students, local officials and the media were able to observe dramatic reductions in tailpipe emissions, measured through instruments on old and new cars.
- The team then distributed information addressing “myths” about emission controls and car performance. Auto experts and teachers at the events answered questions from students and the media.
Result
The program gained major television and print media coverage in each region and in national education and industry publications. Public support for emission controls soared. Dismantling gradually stopped. The program received a Silver Anvil – the nation’s leading public relations award – for “excellence in public education.”
PRESSING POLICYMAKERS INTO ACTION
OnSat and the Navajo Nation turn to John Adams Associates
Challenge
John Adams Associates was tapped by OnSat, a communications company that provides critical satellite coverage and Internet access to the Navajo Nation’s public safety services, schools and libraries, to recoup unpaid government funds that the company needed to pay its own vendors. Without the funding, OnSat would be forced to cut off 411 emergency services and other vital communications systems within weeks. John Adams Associates had a very short window to draw attention to what was becoming an increasingly desperate situation.
Tactics
JAA drafted press releases and letters on behalf of Navajo Nation president to media, Congress and government officials, and arranged interviews with key Washington media that would reach major influencers.
Result
Client’s plight gained overage in the Washington Post, Communications Daily, Satellite Week, the Navajo Times and Space News. The coverage prompted Sens. Pete Domenici (R-NM) and Jeff Bingaman (D-NM) to write to the chairman of the Federal Communications Committee urging action. FCC then ordered OnSat’s network provider to extend the satellite coverage cutoff date until the funding issue could be resolved.
CASE STUDY
Reversing Product De-Selection
Case Study of the Council for LAB/LAS Environmental Research
Challenge
LAS is the world’s most widely used surfactant, a highly effective, relatively benign ingredient of detergents and other cleaning products worldwide.
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