AISI Launches Summer Safety Campaign

In June, AISI launched part one of a three-part series on summer safety. The campaign provides tips for consumers on how to stay safe during the summer months when areas are hit hard by hurricanes and wildfires and also when automotive travel is up. As part of the campaign, AISI partnered with Harris Interactive, a global market research firm, to conduct omnibus surveys on automotive safety, wildfire safety and emergency preparedness.

The campaign builds upon the public's natural tendency to associate steel with safety and protection. AISI launched the campaign with its first news release on June 13, highlighting the importance consumers place on steel frames, seat belts and air bags in their cars. The automotive safety survey found that 81 percent of consumers said that steel is the automotive material that provides the best protection in the event of a car crash. This survey was complimented by information AISI posted on its Web site, including tips on how to avoid aggressive driving as well as tips for safe summer driving. A fact sheet on steel's role in automotive design provided information about the unique ability of new high strength steels to both absorb energy and to help protect occupants involved in high-speed crashes.

A month later, AISI reported on consumers' preferences in the face of wildfires with survey results indicating that 87 percent of consumers would consider installing a steel or metal roof on homes built in wildfire-prone areas. A majority of homeowners polled also support government-mandated building codes requiring the use of fire-retardant materials, such as steel. In addition, Kim Raddatz, fire chief for the city of Coronado, Calif., praised the advantages of steel roofing from a firefighter's perspective and discussed why he put a steel roof on his own home. As part of the campaign, AISI spokesman Bill Heenan is appearing on radio shows in wildfire-prone-areas to discuss the advantages of steel roofing.

In the beginning of September, AISI will work in conjunction with National Preparedness Month. The focus of the third part of the summer safety campaign will be on the advantages of steel when it comes to emergency preparedness, whether it is steel cans or steel framing. AISI will also compile tip sheets on how to prepare for natural disasters such as hurricanes, floods and earthquakes. For more information, contact Maureen Iselin.