American Chemistry Council

Reframing antimicrobials for public trust

Challenge

The hidden protectors: clearing the air on antimicrobials

American Chemistry Council (ACC) members manufacture biocides. Antimicrobials help hospitals prevent the spread of germs and pathogens out of our food and our drinking water. Unseen, they keep us safe from disease. Yet, misperceptions about their safety abound due to activist groups and imbalanced media coverage. There was also much confusion due to COVID-19. Our challenge was to provide easy-to-understand information to educate our audience on the positive benefits of biocides.

Tablet on a coffee table displaying the Good Chemistry Lives Here website.

Solution

Good chemistry starts with a strong brand

Havit developed “Good Chemistry Lives Here” — a positive, friendly brand that included a logo, brand style guide, color palette, and image library. Most important was a brand voice that made our message accessible.

The Good Chemistry Lives Here logo printed on paper. Hand holding an Antimicrobials fact sheet for Good Chemistry Lives Here.

Connecting with moms through smarter marketing

Our primary target was educated, digitally active moms. An integrated marketing campaign was deployed using display, paid search, paid social, SEO and continued traffic analysis. Havit built a web presence and an integrated educational social, search and display campaign to drive engagement.

Hand holding a Sustainability fact sheet for Good Chemistry Lives Here. Man using laptop to visit the Good Chemistry Lives Here Facebook page.

Impact

Engaging audiences, rebuilding trust in chemistry

With a large social following and strong site engagement, this campaign has helped shift the perception of antimicrobials from skeptical to trusting. Chemistry can be a good thing.

Booklets explaining the benefits of Antimicrobials.
Canvas tote bag with the Good Chemistry Lives Here logo. Social post of a child playing with green slime on table with the text "There's an antimicrobial for that." Social post of a cartoon glass of water with text "Antimicrobials help disinfect water during a natural disaster so it's safe to drink and use for food preparation." Cartoon bartender at bar with text "Countless industries, like breweries, rely on antimicrobials in their day-to-day operations and processes." Social post of hands holding a raw chicken with text "There's an antimicrobial for that."

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