In its second major initiative within a week, Mexico's plastics industry trade association will launch a multimedia advertising campaign represented by the slogan Say Yes to Plastic (Dí sí al Plastico) to stress the benefits and advantages of plastic in today's society.
Anipac (Asociacón Nacional de Industrias del Plastico AC) on Oct. 19 unveiled plans for a nationwide public relations campaign that's intended to persuade legislators to modify a law that would ban non-degradable plastic bags from Mexico City stores by mid-2010.
The association gave details of the ad campaign Oct. 26. Among our main objectives is to transmit to everyone who uses plastic the benefits and advantages that this material offers, Anipac said in a statement.
In a presentation on its Web site describing the campaign, the association stated: We support the three R's: Reduce-Reuse-Recycle. Anipac also listed talking points describing the sustainability benefits of plastic.
For example, the group claims that bags made from plastic require only 18 percent of the energy and 3 percent of the fresh water necessary to manufacture comparable paper bags.
The association has hired media planning and buying agency Contacto en Medios of Mexico City to handle the campaign and is appealing to Anipac members to each donate $750 toward the campaign's cost.
Anipac said it is trying to counter the attacks to which the plastic sector has been subjected. It fears that a bag ban in the federal district that encompasses Mexico City would be copied by Mexico's 31 other states.
The answer to the problem of discarded plastic bags, Anipac said, is recycling. It is preparing a proposal for Mexico's environment and natural resources ministry that would see hundreds of thousands of trash collectors incorporated into a national gar-bage-separation initiative.
Copyright 2009 Crain Communications Inc. All Rights Reserved.