Happy 50th Anniversary
PROMOTING the aerosol package has been an important priority of the Aerosol Association of Australia since its inception … and this still holds true today.
Sometimes, rather than promoting this unique packaging, the Association needs to use its single authoritative voice to PROTECT the image of the aerosol and its industry.
The benefit of a united industry voice was never more evident than during the ‘ozone controversy’ in the mid 1970s.
During this time, the Association worked to counter the growing tide of negative publicity in the scientific and popular press, and worked closely with scientific experts such as world-renowned atmospheric scientist Dr. Paul Fraser of the CSIRO to ensure it kept abreast of world knowledge on ozone layer science.
As part of its promotional activities during this difficult time, and under the guidance of an active Public Relations Sub-committee, the Association printed 100,000 copies of the ‘Aerosol Facts’ leaflet to promote the virtues of the industry and the aerosol package. Click here to see the leaflet.
At its Annual General Meeting on 31 May 1978, the Association established the 'Aerosol Information Service' (AIS), a professional operation managed by International Public Relations (IPR) P/L. By October 1978, the AIS had settled into its offices in Sydney’s George Street and by 1 November it was up and running and officially launched to the local media in May 1979.
The AIS went on to produce a range of promotional and educational brochures on aerosols, engage with local media and politicians and respond to queries from members of the public and school students. An active program of speaking engagements to women’s groups was arranged and media training for Association spokespersons organised. Click here for an example of magazine publicity by the AIS.
The Association’s promotional efforts continued to increase in professionalism in the 1980s, culminating in its award-winning TV and radio commercials in the 1990s. Stay posted as we feature these in upcoming 50th Anniversary e-cards!
Today, the Association still has the support of a part-time PR consultant who works with the Association’s PR & Marketing Working Group … and ‘enhancing the aerosol image’ remains one of the four steadfast pillars in the Association’s renewed strategic direction. Click here to read more on the Association’s strategy, as well as the goals, targets and achievements of the PR & Marketing Group (under Market Advocacy and Training).