LPG Public Relations Campaign
SITUATION
Auto-LPG (Liquefied
Petroleum Gas) is a cheaper and cleaner alternative fuel to automotive
vehicles. It is gaining worldwide popularity and more than 12 million
automotive vehicles in the world use AUTO-LPG as their primary fuel. In the
Philippines, its popularity began in the latter part of 2005.
In order for vehicles to
run on Auto-LPG, the engines need to be converted by installing an LPG
conversion kit. Long-term benefit includes 40% savings on fuel when using auto
gas versus gasoline.
The Philippine Daily
Inquirer (PDI) recently released an article about the dangers of LPG-run taxis
to the passengers’ health. The article portrays the sentiments of an
ex-producer Natalie Palanca claiming that her health condition worsened after
riding these taxis. Palanca was diagnosed with blood cancer in 2006 and claims
that it made her condition "more abrupt" by experiencing weight loss,
asthma attacks and dizziness.
A few taxi drivers
interviewed by Ms. Palanca also claimed that they left LPG-run taxis for the
same health reasons. The article also published anecdotal stories and
testimonials of LPG-taxi drivers who claim that they had health problems
attributed to the use of auto-LPG. After the publication of the article, the
issue has been a topic on different media discussions and government inquiry.
Even without any scientific basis, the negative issue regarding the health
problems caused by auto-LPG resulted to public apprehension on LPG-run taxis.
CLIENT
LPGIA
(Liquefied Petroleum Gas Industry Associations Inc.)
- Consist of LPG players in the Philippines (distributors, auto
converters, cylinder producers, etc.)
AFCAP
(Alternative Fuel Converters Association of the Philippines)
-Consist of legitimate auto-LPG converters in the Philippines.
This is a group under the LPGIA.
STATEMENT OF THE PROBLEM
What can LPGIA and AFCAP initiate in order to change the
perspective of the general public about the dangers of Auto-LPG and help
increase the total number of converted LPG-run taxis?
TARGET PUBLICS
1. Taxi Drivers and
Operators- They consists the big chunk of end consumers of AUTO-LPG. Thus, the
continuous development and progression of the AUTO-LPG industry relies on their
patronage. Most of them are easily influenced by testimonials from their peers and
media. They do not discern facts but rather rely on hearsays and media
commentators.
2.
Commuters/Riding Public- They are also affected by the recent
negative health issues attributed to Auto-LPG. Some commuters have been very
keen in riding LPG-fueled taxis and tries to avoid embarking in one.
3.
ACTO (Alliance of Concerned Transport Organization)- After the
buzz on the negative health issues attributed to Auto-LPG, this organization of
PUV drivers and operators released their stand against the use of Auto-LPG.
This organization can influence the opinions of its members.
SECONDARY TARGET PUBLICS
•Government Organizations
(LTFRB, DOE, Department of Transportation, DOH, Legislators)- They have the
authority to imposed laws that could hamper, restrict or even stop the
utilization of AUTO-LPG.
•Media- As agenda-setters
and opinion leaders, it is necessary to recognize the grave influence of media
on the perception of our primary target audience.
PR OBJECTIVES
•
Manage and counter the negative health issues on the utilization
of Auto-LPG that threaten to hinder the growth of the industry.
•
To gain support and acceptance from target publics on the use of
Auto-LPG. The communication plan must empower the target audience with correct
and factual information about Auto-LPG that would eventually convince them that
it is a safe, better and effective alternative to fuels.
•
To prevent negative issues about Auto-LPG to become sensational
and to gain national interest. The campaign should divert the negative issues by
highlighting the benefits of LPG.
BUSINESS OBJECTIVE
•
To increase the total LPG-run taxis from 12,000 to 16,000 by
December 31, 2012[1].
COMMUNICATION STRATEGY
Main slogan: L.P.G. for Ligtas Praktikal at Garantisado
·
The message strategy will counter all postulating negative
issues against Auto-LPG. The Filipino acronym for LPG is an effective way of
altering the perception of the target audience using a language they could
easily comprehend. All PR efforts will be inclined to this message strategy by
providing scientific-base information explained in layman’s term.
·
Aside from gaining the support of the transport industry, the
campaign will establish trust on AFCAP and LPGIA by positioning them as
reliable industry partners that respond to economic and environment problems by
providing the community with a safe, practical and beneficial
alternative.
·
Since part of the primary target audience is the public, diverse
media tools will be utilized like infomercials, news releases, print advocacy
materials and events.
·
Involve the government organizations to strictly implement
safety standards for the use of AUTO-LPG to send message to the public that LPG
is truly safe. This will also help eliminate fly-by-night conversions.
EXECUTION
·
The
client will get an endorser to support the campaign as part of his advocacy.
The endorser is going to be Kuya Kim Atienza who has a reputation to be a man
of science. His image will help the client prove that LPG is safe.
·
Press
Conference – to officially launch the campaign, a press conference will be held
in the Great Eastern Hotel in Quezon City inviting the media and taxi
operators. The conference will be from 10am to 11:30am and the endorser (Kuya
Kim) will officially introduced the entire program.
·
LPG INFORMATION DRIVE- Includes infomercials aired on AM and FM
radio (Radio Talakayan), printed advocacy materials and press releases. Please
see appendix for sample materials.
·
LPG SEAL – Members of the AFCAP will issue an LPG seal sticker to
taxis as a proof that the vehicle underwent conversion from legitimate AUTO-LPG
converters. This seal will ensure commuters safety of taxis from any gas leaks
and other malfunctions.
·
IWAS-TAGAS HOTLINE- AFCAP will provide a 24/7 hotline that gives
drivers preliminary precautionary steps once LPG leak is suspected. The hotline
also inform drivers the nearest legitimate AUTO-LPG shops that can fix the
leak.
·
TSUPER KAPIHAN- An open forum about AUTO-LPG that will be held
on taxi operators’ venue. Experts like mechanical engineers and doctors will be
the speakers of the forum. This will be done by geographic location in order to
fully educate the operators and drivers about the benefits of LPG.
·
TRANSPORT AND ALTERNATIVE FUEL INDUSTRY COOPERATIVE (TAFIC) –
Aside from disproving the negative health impact of LPG to the taxi operators
and taxi drivers, the client will help build a cooperative among taxi operators
in order to help them financially in converting their taxis from gasoline to
LPG. A payment scheme will be introduced in order for the members to afford the
conversion. This will also help the client ensure the quality of the conversion
kit as well as the installation.
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