EPIC launches “intelligent plastics” campaign

The Environment and Plastics Industry Council (EPIC), the environmental advocacy arm of the Canadian Plastics Industry Association, has introduced a three-pronged campaign designed to promote and protect the plastics brand.

Unveiled at the CPIA’s annual meeting on June 17 in Toronto, the “intelligent plastics” program features three key initiatives: providing information to industry constituents so that they can become “ambassadors” to industry; establishing a media communication program to showcase plastic innovations that enhance the everyday lives of consumers; and a website that will provide the foundation for the communication program.

“The plastics industry is under increasing attack by media, government, and the public,” said Mark Badger, the CPIA’s president and CEO. “Plastic is being wrongly branded as a toxic delivery system, and we intend the ‘intelligent plastics’ initiative to help promote and protect the plastics brand against this perception problem.”

The new website, www.intelligentplastics.ca, is already operative.

Linked to the “intelligent plastics” campaign is the CPIA’s plan to increase the amount of funding available to promote the plastics brand. “In 2009, CPIA’s overhead costs will be significantly less than they were in 2008,” Badger said. “We continue to look for every cost saving possible, and we are beginning to apply Lean thinking to get the organization focused on those activities that bring maximum value to members.”

To this end, the organization is in the process of moving to a smaller, less expensive headquarters in Mississauga, Ont.