New Steel Campaign Continues to Change Perceptions

AISI's New Steel Campaign's June 2008 research results indicate an increase in awareness and favorability among policymakers, proving that the campaign continues to make progress in re-branding American steel as a high-tech, sustainable industry of the future.

"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," AISI President and CEO, Andrew G. Sharkey, III, said. "Prior to the launch of the campaign, benchmarking research showed that many policymakers viewed steel as an outdated industry and were not aware of many of the tremendous technological advances integral to today's steelmaking.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."

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 (47 percent) 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The overall objective of the campaign is to close the gap between outdated perceptions of the industry and the reality of today's globally competitive and vibrant American steel industry.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. For more information, contact Nancy Gravatt.