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First Brazilian PVC Congress PVCplus communication programme
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  1. First Brazilian PVC CongressPVCpluscommunication programme Jean-Pierre De Grève Sao Paulo, 8 June 2005

  2. What is PVCplus ? • Recognition : information based on facts and recycling are important, although not sufficient to ward off non-factual assaults • Funding of PVCplus since 1997 • Today support of over 20 partner-firms (Promoters) TOOLS • Advertisements • Direct mailing (magazine STARKE SEITEN, brochures) • Dialogue with architects, politicians, car producers, ... by workshops, information stands, visits

  3. BASIC SITUATION in 1997 (negative) • Discrimination of PVC by decision makers in • the Building and Construction sector • Regular statements against PVC and additives by opinion formers • (Federal Government, Ökotest, Stiftung Warentest, NGO´s) • Discrimination ( Public Procurement guidelines) in some communities ( pipes, building products, etc) • Growing activities for green procurement • Growing eco-marketing in consumer goods (Sport-shoes, toys)

  4. GOALS • Communication of benefits of PVC and PVC-products • Getting empathy for the material • Counterbalance the eco-marketing campaigns, also in politicians’ minds • Sales support for partners • Brand image

  5. SITUATION OF THE PVC INDUSTRY in 2005 • Experience on how to improve the image (until 2003) • Growing confidence of the converters on the future of PVC • Increasing number of specific projects • (flooring, profiles, pipes / PVC4Pipes)

  6. ...STARKE SEITEN • 3 editions annually • Circulation: 50.000 in Germany • Target-group: Decision makers (about 32.000), PVC industry (about 17.000) • Goal: Stories about people and PVC-products to inform about benefits and create empathy • Newspaper format: To stand out from other mailings • Weight of the paper: To give more importance and value than a usual advertising brochure