The Problem: The carpet industry faced multiple barriers including carpet de-selection, product stewardship, and environmental challenges that threatened the profitability and growth of its members. Misconceptions about carpet included that it was a source of airborne allergen that produces allergic symptoms. Health professionals called for the removal of carpet from homes and schools. In addition, the industry faced “cradle to grave” product issues as the focus of the industry became Reduce, Reuse and Recycle.
Strategic Recommendation: Dutko Worldwide worked to establish a comprehensive public awareness and policy campaign that would lead to:
- New research
- New products
- New technologies
- Changed minds, and;
- Changed approaches
Our integrated strategy was to raise CRI’s visibility and credibility with decision makers and stakeholder audiences by positioning CRI as a leader in advancing issues that contribute to the public good.
Program Elements:
- Establish CRI spokespeople as credible authorities on carpet’s contribution to the environment, including the benefits of carpet for school and healthcare facilities, carpet as a green and sustainable product and carpet in relation to mold.
- Reinforce the messages of the marketing campaign by reaching key audiences through stories placed with trade publications, as well as local media in target states.
- Set up media interviews for CRI executives and/or third-party advocates at conferences and, if possible, when traveling in targeted states.
- Leverage relationships with third-party and advocacy groups to generate positive publicity and/or to place articles in their publications.
- Use CRI-generated studies and other compelling information for news releases, articles and media pitches.
- Develop media hooks around seasonal events such as Asthma and Allergy Month (May) and Back to School (September).
- Assist CRI in developing and executing a rapid response system to deal with emerging issues and inaccurate or sensational reports about carpet.
- Expand the Carpet America Recovery Effort, a voluntary initiative of the carpet industry and government, to prevent carpet from burdening landfills.
- Develop an industry-wide CO2 Cap and Trade tool kit that may lead to several pilot demonstrations.
- Implement a California State strategy to monitor state IAQ initiatives and focus on immediately reaching decision makers with CRI’s messages.
- Obtain federal support for burning carpet as an alternative fuel source in cement kilns resulting in the reduction of solid waste from landfills. Carpet burns cheaper and cleaner than coal.
- Work with federal agencies to undertake research studies to create a body of credible scientific research to show the environmental benefits of carpet.
Results: The intensive communications campaign and rapid response changed perceptions by key audiences and resulted in many one-on-one meetings with physicians and health care providers; educators, school facility managers, elected officials and green building/Health House advocates to dispel misconceptions and promote environmental achievements.
CRI began to work with nationally recognizable nonprofit organizations to promote their message and reinforce CRI’s position. For example, carpet has been included in the new American Lung Association Health House guidelines.
At the state level, we assisted CRI in avoiding additional mandatory regulations by working in coordination with California's Sustainable Building Task Force and the Department of Health Services, Indoor Air Quality Section to voluntarily upgrade the industry’s Green Label testing program. Green Label Plus independent testing program for carpet meets, and even exceeds, California's indoor environmental quality standards for low-emitting products used in commercial settings such as schools and office buildings.
Finally we expanded CARE to other states and obtained federal support for a pilot project to demonstrate the feasibility of using post-consumer carpet in cement kilns as an alternative energy source.
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