Dow Chemical Launches 'The Human Element' Campaign

Highlights Commitment to Solving Global Problems



Jun 20, 2006, 01:00 ET from The Dow Chemical Company

    MIDLAND, Mich., June 20 /PRNewswire-FirstCall/ -- The Dow Chemical
 Company (NYSE:   DOW) today unveiled a bold new U.S. advertising campaign --
 "The Human Element" -- that reintroduces the company and announces its
 vision of addressing some of the most pressing economic, social and
 environmental concerns facing the global community in the coming decade.
     The Human Element campaign, developed by FCB, made its national
 broadcast debut on Saturday, June 17, and showcases individual human
 profiles and circumstances to communicate the power of harnessing "The
 Human Element" to foster solutions to human problems around the world.
     "This is more than an ad campaign to our company. It is a statement to
 the world and, more importantly, to ourselves about the future direction of
 our business," said Patti Temple Rocks, Dow vice president of global
 communications and reputation. "It will be our calling card to people
 around the world who care about the future relationship between businesses,
 society and the environment. It reflects our intention as a company to
 prioritize the things we do to advance innovation and focus the people and
 resources of Dow on solving human problems."
     "Dow's Human Element campaign is about reconnecting the company with
 the faces and values of the people Dow touches in a positive way," said
 Toby Sachs, senior vice president/group management director at FCB Chicago.
 "Our creative approach was driven by the need to capture visually the
 commitments Dow has made to use its expertise and influence to make a
 difference in the lives of real people around the world."
     Beyond paid media, the campaign will also feature new research and
 environmental commitments backed by extensive public relations outreach to
 policy leaders, NGOs, Dow communities and journalists spearheaded by
 Chicago- based public relations firm GolinHarris.
     Together, the advertising and public relations efforts will combine to
 reinforce Dow's commitment -- first articulated by Dow president, CEO and
 chairman Andrew N. Liveris during an announcement to the NGO and public
 policy communities last month -- to engage the challenges of global energy
 supply, climate change, affordable and adequate food supply, decent
 housing, sustainable water supplies; and improved personal health and
 safety. These commitments and Dow's progress against them are outlined in
 the company's 2015 sustainability goals and are available to the public at
 http://www.dowattainability.com .
     About the Human Element campaign
     The Human Element advertising creative was developed featuring real
 people rather than professional actors and includes dramatic environmental
 and human imagery (a blacksmith in Mexico, children at an orphanage in
 Namibia, an artist at his studio in Prague) gathered on location on four
 continents. The campaign runs in U.S. broadcast, print and online media
 through the end of 2006, with plans to extend the campaign to key
 international markets in 2007. Broadcast spots (90 and 30 seconds) launched
 June 17 as part of NBC's national coverage of the U.S. Open golf tournament
 and are expected to run through the end of the year. National print and
 online advertising will launch the following week in major publications
 across the country.
     "This is a major investment by our company," Temple Rocks said, "and we
 are mindful of the fact that its success will be measured by the extent to
 which that investment pays off in new sources of ideas and relationships
 both inside and outside our company."
     About The Dow Chemical Company
     Dow is a diversified chemical company that harnesses the power of
 science and technology to improve living daily. The company offers a broad
 range of innovative products and services to customers in more than 175
 countries, helping them to provide everything from fresh water, food and
 pharmaceuticals to paints, packaging and personal care products. Built on a
 commitment to its principles of sustainability, Dow has annual sales of $46
 billion and employs 42,000 people worldwide. References to "Dow" or the
 "Company" mean The Dow Chemical Company and its consolidated subsidiaries
 unless otherwise expressly noted. More information about Dow can be found
 at http://www.dow.com .
     For editorial information:
     The Dow Chemical Company
     Media Hotline
     989.636.0626
     dowmedia.relations@dow.com
 
     For editorial information:
     Jeff Bodzewski
     GolinHarris
     312.729.4270
     jbodzewski@golinharris.com
 
     For editorial information:
     Chris Grams
     GolinHarris
     312.729.4364
     cgrams@golinharris.com
 
 

SOURCE The Dow Chemical Company
    MIDLAND, Mich., June 20 /PRNewswire-FirstCall/ -- The Dow Chemical
 Company (NYSE:   DOW) today unveiled a bold new U.S. advertising campaign --
 "The Human Element" -- that reintroduces the company and announces its
 vision of addressing some of the most pressing economic, social and
 environmental concerns facing the global community in the coming decade.
     The Human Element campaign, developed by FCB, made its national
 broadcast debut on Saturday, June 17, and showcases individual human
 profiles and circumstances to communicate the power of harnessing "The
 Human Element" to foster solutions to human problems around the world.
     "This is more than an ad campaign to our company. It is a statement to
 the world and, more importantly, to ourselves about the future direction of
 our business," said Patti Temple Rocks, Dow vice president of global
 communications and reputation. "It will be our calling card to people
 around the world who care about the future relationship between businesses,
 society and the environment. It reflects our intention as a company to
 prioritize the things we do to advance innovation and focus the people and
 resources of Dow on solving human problems."
     "Dow's Human Element campaign is about reconnecting the company with
 the faces and values of the people Dow touches in a positive way," said
 Toby Sachs, senior vice president/group management director at FCB Chicago.
 "Our creative approach was driven by the need to capture visually the
 commitments Dow has made to use its expertise and influence to make a
 difference in the lives of real people around the world."
     Beyond paid media, the campaign will also feature new research and
 environmental commitments backed by extensive public relations outreach to
 policy leaders, NGOs, Dow communities and journalists spearheaded by
 Chicago- based public relations firm GolinHarris.
     Together, the advertising and public relations efforts will combine to
 reinforce Dow's commitment -- first articulated by Dow president, CEO and
 chairman Andrew N. Liveris during an announcement to the NGO and public
 policy communities last month -- to engage the challenges of global energy
 supply, climate change, affordable and adequate food supply, decent
 housing, sustainable water supplies; and improved personal health and
 safety. These commitments and Dow's progress against them are outlined in
 the company's 2015 sustainability goals and are available to the public at
 http://www.dowattainability.com .
     About the Human Element campaign
     The Human Element advertising creative was developed featuring real
 people rather than professional actors and includes dramatic environmental
 and human imagery (a blacksmith in Mexico, children at an orphanage in
 Namibia, an artist at his studio in Prague) gathered on location on four
 continents. The campaign runs in U.S. broadcast, print and online media
 through the end of 2006, with plans to extend the campaign to key
 international markets in 2007. Broadcast spots (90 and 30 seconds) launched
 June 17 as part of NBC's national coverage of the U.S. Open golf tournament
 and are expected to run through the end of the year. National print and
 online advertising will launch the following week in major publications
 across the country.
     "This is a major investment by our company," Temple Rocks said, "and we
 are mindful of the fact that its success will be measured by the extent to
 which that investment pays off in new sources of ideas and relationships
 both inside and outside our company."
     About The Dow Chemical Company
     Dow is a diversified chemical company that harnesses the power of
 science and technology to improve living daily. The company offers a broad
 range of innovative products and services to customers in more than 175
 countries, helping them to provide everything from fresh water, food and
 pharmaceuticals to paints, packaging and personal care products. Built on a
 commitment to its principles of sustainability, Dow has annual sales of $46
 billion and employs 42,000 people worldwide. References to "Dow" or the
 "Company" mean The Dow Chemical Company and its consolidated subsidiaries
 unless otherwise expressly noted. More information about Dow can be found
 at http://www.dow.com .
     For editorial information:
     The Dow Chemical Company
     Media Hotline
     989.636.0626
     dowmedia.relations@dow.com
 
     For editorial information:
     Jeff Bodzewski
     GolinHarris
     312.729.4270
     jbodzewski@golinharris.com
 
     For editorial information:
     Chris Grams
     GolinHarris
     312.729.4364
     cgrams@golinharris.com
 
 SOURCE The Dow Chemical Company

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