January 15, 2007 -- The International Stainless Steel Forum (ISSF) today announced it has launched an advertising campaign jointly with the Nickel Institute. The campaign is designed to inform the public that stainless steel is one of the world’s most recycled materials and that it is recycled more than paper or glass.
Opinion surveys indicate that the public does not consider stainless steel to be a highly recycled material despite the fact that it is probably the most recycled of all materials. Also, stainless steel recycling commenced long before recycling became fashionable. The advertising campaign will bridge the gap between this reality and the public’s perception.
The campaign consists of a print component and an online video component.
The print component consists of five full-page advertisements featuring interesting, high-quality photos of stainless steel architecture, stainless steel trains, stainless steel surgical instruments and food processed in stainless steel equipment. The accompanying text points out that stainless steel in this application typically contains 60% recycled material. At the end of life the stainless steel will be recycled and returned to service.
Each advertisement is accompanied by a stainless steel recycling logo, which was designed specifically for this campaign. The logo of the sponsoring organization will accompany the advertisement in the print media. A website address is also provided where interested readers can obtain more information about stainless steel recycling.
The ads can be seen at:
www.nickelinstitute.org/recycle
ISSF is encouraging other metals associations and stainless steel development associations worldwide to use the advertisements in their local print media campaigns. In addition to iron and chromium, the metals most commonly used in stainless steel are molybdenum and nickel.
The Nickel Institute will be running one of the print ads in the February 3rd 2007 edition of The Economist (European Edition).
The video component of the campaign consists of three, one-minute Flash video clips. Each clip features six actors delivering the same sentence in six different languages: Chinese, Spanish, French, German, Russian and English. The lines are:
1. Stainless Steel: One of the World’s Most Recycled Materials
2. Stainless Steel: Recycled More than Paper or Glass
3. Recycling is Everyone’s Responsibility
Each video clip ends with the same recycling logo featured in the print campaign materials and the logo of the Nickel Institute, which created the clips.
These clips can be viewed at:
www.nickelinstitute.org/recyclevideo
The Nickel Institute will be running these video clips on the home page of the Financial Times of London (www.ft.com) in February, 2007.
The International Stainless Steel Forum is a non-profit research organization, which serves as the world forum on various aspects of the international stainless steel industry.
The Nickel Institute is a non-profit organization which generates and communicates knowledge required to support the safe and sustainable production, use and reuse of nickel. It represents the world’s primary producers of nickel.
FOR MORE INFORMATION PLEASE CONTACT:
Jo Claes
ISSF Communications Administrator
International Stainless Steel Forum
Rue Colonel Bourg 120
1140 Brussels, Belgium
Tel: +32 2 702 89 00
Bruce McKean
Group Director, Sustainable Development & Product Stewardship
Nickel Institute
55 University Ave., Suite 1801
Toronto, Ontario, Canada
M5J 2H7
Tel: +1 416 591 7999
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