BUSINESS
OPENING DOORS TO EUROPE'S CHEMISTRY Association's communication program aims to show industry to European public | H E EUROPEAN CHEMICAL I N D U S -
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try Council (CEFIC) has a message that it is aiming to get across to the public—and particularly to young people—in the region: "Discover Chemistry in Europe." To accomplish that goal, CEFIC has developed a pan-European initiative that emphasizes the European chemical industry's commitment to open communications. A tagalong goal of the program is to help enhance the public reputation of the industry. As CEFIC officials point out, the European chemical industry is globally crucial. With sales of nearly $420 billion per year, it accounts for almost a third ofworld chemical production. Between the beginning of this month and October 2 0 0 3 , 13 of C E F I C s 25 member-country associations will organize a series of "open door" events involving about 1,000 sites and hopefully appealing to more than 1 million visitors. Many of the events will be cosponsored by chemistry-related conferences and exhibitions. According to CEFIC, more countries may join the initiative in 2003. Jean-Pierre Tirouflet, chairman and chief executive officer of Rhodia and president of CEFIC, acknowledged at the launch of the initiative in Brussels late last month that open-door events in the chemical ol industry are not new. For example, the Dutch Chemical Industry Association is hosting its 13th biennial event on Nov. 2. However, Tirouflet noted, "this is the first time such events have been coordinated across Europe." Country associations will share their experiences, will employ a common measurement of effectiveness through an exit poll questionnaire, and will emphasize one slogan—"Discover Chemistry in Europe"—in a host of languages. J U M P I N G FOR JOY Belgium's open-door program and slogan— "Wow! Chemistry—the discovery of your life"—hope to lure young people into chemical professions. 30
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The Belgian chemical industry, through its association Fedichem, kicked off the initiative with a two-day series of events on May 4-5. Some 35 companies with a combined 42 plant sites throughout Belgium and 12 universities hosted events. Manufacturing plants, research departments, and laboratories opened their doors to visitors; Fedichem set an objective of 80,000 to 100,000 visitors in all to the chemicals sites participating. Inclement weather—heavy rain and cold—held down visitor numbers. Nevertheless, some 70,000 visitors came to the participating company sites and university laboratories over the weekend, Fedichem officials say OTHER COUNTRIES will follow over the next 18 months. For example, the Spanish industry will have its open-door events from May 18 to June 18; the U.K. will hold its functions over the next six months; and in Germany, the region's largest chemical country, some 200 companies and 50 universities will celebrate the occasion on Sept. 20,2003.
Companies have designed their own programs. For example, Monsanto Europe's plant in Antwerp hosted visitors over the age of 12 on the two days. Inafairly typical arrangement, visitors on Saturday were by invitation—usually employees and their families—whereas Sunday was open to all. BASF at Antwerp featured interactive exhibits and experimental labs for children as young as six, as well as general tours. The general slogan adopted by Fedichem was a French- or Flemish-language "Wow! Chemistry—the discovery of your life." It was designed to appeal particularly to people 15 to 25 years -the age group crucial to rilling the chemical industry's future employment pool.
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