With two national awards in hand and June 2008 research results indicating increases in awareness and favorability among policymakers, the American Iron and Steel Institute’s New Steel Campaign continues to make progress in re branding American steel as a hi tech, sustainable industry of the future.

In recognition of the New Steel Campaign, the Advertising Research Foundation recently honored AISI with its Silver David Ogilvy Award. The award celebrates the role of research in making good advertising better and commemorates David Ogilvy, who dedicated his life to expanding and improving the advertising industry and is also known as the Father of Advertising. The New Steel Campaign was recognized in the Governmental, Public Service, Non Profit category.

The New Steel Campaign was also recently awarded a Silver Anvil Award of Excellence in the category of Integrated Communications – Association, Government, Non Profit from the Public Relations Society of America. The Award of Excellence recognizes outstanding strategic public relations planning and implementation. In addition to receiving award recognition, the New Steel Campaign is also continuing to make strides in terms of reaching its target audience, Washington policymakers.

The tracking survey, conducted by Harris Interactive, found that over the course of the campaign, there has been a 16 point total favorable shift of perceptions related to the American steel industry, with a plurality viewing the industry as modern, clean, hi tech and globally competitive. In addition, there has been a gain of eight percent in those who cite steel as the most recycled material in the world, since the campaign launch in 2006. The research also shows that the messages that resonate most effectively with policymakers relate to the steel industry’s importance to America’s economy and national security.

The overall objective of the campaign is to close the gap between outdated perceptions of the industry and the reality of today’s globally competitive and vibrant American steel industry. The campaign includes print, online and radio advertisements aimed to educate Washington policymakers about the strides that have been made within the steel industry that today makes it a strategic asset to the nation.

Mr Andrew G. Sharkey III president & CEO of AISI said that “The June 2008 research results confirm the positive role that the campaign has been playing to make sure that Washington policymakers are reminded of the vitality and sustainability of the American steel industry. Prior to the launch of the campaign, benchmarking research showed that many policymakers viewed steel as an outdated industry and were not aware of many of the tremendous technological advances integral to today’s steelmaking. The campaign has helped to create a more positive atmosphere for the industry by turning attention toward the industry’s progress. It has also expanded awareness of the extent to which the industry has lightened its environmental footprint, something that continues as a top industry priority.”