Maastricht, the Netherlands - A new proactive communication campaign on the many and varied benefits of polyurethane was launched at the recent UTECH Europe 2009 event by ISOPA, the European diisocyanates and polyols producers' association.
ISOPA plans to move from issue management towards a much more proactive role in influencing decision makers in the sector, said Steven English, ISOPA president and TDI business director for Dow Polyurethanes' isocyanates business.
The intention is to educate inform and persuade politicians and regulators and those involved in materials choice, that polyurethane is the best, most sustainable choice, long term, said English, initiating the campaign 31 Mar during the opening session of the three-day UTECH conference.
ISOPA's new campaign will promote the benefits of PU use in meeting the needs of society, English said, communicating "the benefits of safe use of PU to key decision makers and stakeholders," backed by a strong visual identity and a focus on the advantages of PU in key applications.
Targets for 2009 are large retailers and key construction industry players, and regulators in the European Union at Brussels for example, but ISOPA intends to expand on this over coming months, English indicated.
Discussing the work ahead, English commented that a major task for the polyurethanes sector is education, and he warned that, so far, "we have failed here." There is confusion about awareness of what polyurethane is and does, he said. In particular the industry needs to get across the ability to ensure safe use of the materials throughout the sector, English indicated.
Following its launch at UTECH, ISOPA plans to hold round roundtable discussions on energy efficiency and comfort with selected target groups of stakeholders and regulators. Other aspects of the campaign are active promotion via the ISOPA website and through key trade and EU regulator media.
Here the key message is that polyurethane is a "good plastic" with a safe, positive life cycle, recyclable, fit for purpose, affordable, English said. ISOPA needs to promote polyurethanes' everyday use "to conserve our planet's natural resources," and their ability to offer "tailor-made solutions for millions of people across the world," he added.
And the final message from ISOPA is that polyurethanes are used "in innovative ways to meet society's changing needs and desires," English concluded.