The Invisible First Responder
It began with a single case of ebola.
Two years later—after 11,3015 people died in six countries—the World Health Organization declared the outbreak ended. Doctors, nurses and aid workers rushed to the front lines to stop it. As did the invisible first responder: chlorine.
Chlorine-based disinfectants are disease killers.
They stop the spread of dangerous pathogens like Salmonella and E. coli bacteria, and viruses like hepatitis A, norovirus and Ebola. When disease breaks out in the hot zone, it is essential first responders can get chlorine where and when they need it.
FIG 1. Aid workers in Sierra Leone.
The American Chemistry Council (ACC) asked Adfero to help policymakers understand their role in getting help where it’s needed: Modern transportation and safety rules for chlorine shipments. With Ebola in the news, we created a portrait of the men and women fighting the virus with live updates from the hot zone.
Running as sponsored content in POLITICO, the campaign made clear the critical role of chlorine in the fight and other benefits chlorine brings to our lives, from making drinking water safe to fortifying prosthetics for veterans. Adfero drove it with social media advertising and the relaunch of ACC’s Element of Surprise website.
The campaign saw high engagement from POLITICO’s politically-connected audience, earning ACC new followers and positive feedback from its members. Social media advertising and the relaunch of a related ACC website drive home the campaign’s message to policymakers.