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Innovative Campaign Strategies & Tactics to Fight PVC the Poison Plastic

Innovative Campaign Strategies & Tactics to Fight PVC the Poison Plastic. Anne Rabe, BE SAFE Coordinator. PVC – the Poison Plastic. Production Workers Communities Vinyl Chloride, EDC, Dioxins Use Phthalates, lead, cadmium, organotins Disposal No Safe dispoasl

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Innovative Campaign Strategies & Tactics to Fight PVC the Poison Plastic

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  1. Innovative Campaign Strategies & Tactics to Fight PVC the Poison Plastic Anne Rabe, BE SAFE Coordinator

  2. PVC – the Poison Plastic • Production • Workers • Communities • Vinyl Chloride, EDC, Dioxins • Use • Phthalates, lead, cadmium, organotins • Disposal • No Safe dispoasl • Incinerators, landfills – Dioxins, additives leaching • Contaminate and ruin recyclable plastics

  3. Our Strategy • High profile retailers and consumer product companies that do business with the chemical industry. • Focus on end-users, high profile companies sensitive to brand tarnishment, industry leaders, key sectors. • Packaging, toys, shower curtains. • Microsoft, Johnson & Johnson, Crabtree & Evelyn. • Wal-Mart.

  4. Target PVC Campaign • 5th Largest Retailer in the U.S. - $59 billion in sales. • Target spends A LOT of $$$ on their brand/advertising. • Target has environmental policies to leverage. • Customers care more about health/environmental issues. • Leverage Wal-Mart.

  5. Campaign Launch – Day of Action • Organizing packet for day of action: • Event suggestions. • Timeframe for organizing an event. • Timeline and checklist. • Tips for communicating with reporters. • Flyers, hazmat suits, e-mail announcements, and other materials.

  6. Sam Suds and the Case of PVC – the Poison Plastic

  7. Other Campaign Activities • Coalition of 16 shareholder firms (including many religious investors) coordinated by As You Sow sent Target letter – inside strategy. • Working Assets alert to 250,000 customers – generated 25,000 letters and phone calls to Target’s headquarters. • CHEJ, Greenpeace (Target called Greenpeace to beg – “stop sending us faxes!”, and Friends of the Earth online petition campaigns. • Continued flyering, distribution of Sam Suds (DVDs), mobilizing. • Shareholders met with company – no real action yet.

  8. Second National Day of Action • Coincided with Target shareholder meeting – May 2007. • Made it easier for individuals to participate – flyer/deliver letters to stores. Also take advantage of larger network from online video/petitions. • Also had organizing guide, flyers, and other materials for groups. • Events at 200 stores. • Protest outside of shareholder meeting. • Shareholders lent us tickets – attended inside of shareholder meeting, dominated Q&A session. • ¼ page ad in USA Today – less than $1,000, day of the meeting. • Released new report: “Way Off Target: A Critical Assessment of Target’s PVC Products and Packaging”. • Since launch of campaign, Target contacted by over 40,000 customers and concerned folks.

  9. Other Target Online Campaign Tools • Democracy In Action • E-mail Blasts / Action Alerts • Online Petitions & Faxes • Tell a Friend Forms • Sign Up Pages • E-mail Triggers • Web banners/buttons

  10. Results - We Won!!! • “Target Will Reduce PVC Use” • “Initiative Detailed Amid Pressure From Groups” • Company commits to systematically reduce their use of PVC in products and packaging prioritizing infant products, children’s toys, and shower curtains.

  11. Betty the Be Safe Ducky

  12. Belly Brigade & Product Testing at Vinyl Industry Conference

  13. Product Testing – What’s that New Shower Curtain Smell?

  14. Moving Markets - Retailers Phasing Out PVC Shower Curtains • Ripple effect through big box retail supply chain. • Wal-Mart • Target • Sears • Kmart • Bed Bath & Beyond • JC Penneys

  15. Promoting Alternatives – Back to School Guide & Pass Up PP

  16. Web 2.0 - Facebook and Twitter • Action Kit. • Posting about guide 2 weeks leading up to it – uploading videos and content. • Heads up 1-2 weeks to key bloggers. • Asking people to post “status updates” on Facebook and Twitter • Asking people to “Retweet” on Twitter. • Asking people to post web banners on websites, blogs, Facebook/Twitter graphics.

  17. Product Testing – BPA Leaching from Baby Bottles

  18. Baby’s Toxic Bottle Strategy • Bottles tested purchased at Babies“R”Us, CVS, Target, Toys“R”Us, Walgreens, and Wal-Mart purchased at retailers across the country. • Purchased in nine states to connect with state-campaigns. • Manufactured by Avent, Evenflo, Dr. Brown’s and Disney/First Years • Came only a few months after LDA, AAMR and other LDDI and breast cancer health-affected groups sent sign on letters same retailers. • Online petition campaign - collaborate with MOMS Rising and other groups.

  19. Another Innovative Campaign – Green My Apple

  20. New Direction for PVC Campaign • Schools • Why? • Children’s health and vulnerabilities • Children’s diseases on the rise • Congress bans phthalates in toys – but found in schools • PVC widespread in schools – building materials • New studies – asthma, autism and PVC flooring • Schools – huge institutional purchasers – move markets targeting PVC bldg mats.

  21. Thank you • Anne Rabe • BE SAFE Coordinator • Center for Health, Environment & Justice • annerabe@msn.com • 518-732-4538

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