Buffeted by a challenging public opinion environment, the U.S. oil and natural gas industry hired Blue to create an education campaign unprecedented in the industry’s history. This ongoing campaign, recipient of both Telly and Communicator Awards, initially focused on showcasing both the benefits oil and natural gas bring to all facets of American life, as well as the industry’s innovation and technological prowess.
Despite the American steel industry’s dramatic rebirth in the 1990s, many still incorrectly viewed U.S. steelmakers as antiquated and environmentally suspect. The industry’s national trade association hired Blue to help counter such perceptions. Blue’s Communicator Award-winning campaign showcased the industry’s strong record of technological innovation, global competitiveness and environmental leadership.
With healthcare as a continuing public policy priority – and perennial political campaign issue – the National Association of Chain Drug Stores (NACDS) came to Blue for help in showcasing the role of pharmacies in the nation’s healthcare system. Blue put the focus squarely on the pharmacist, “the face of neighborhood healthcare.” The ad campaign emphasizes the uniquely personal role pharmacy and pharmacists play in patient care and education.
As the world's largest seed company, Monsanto is part of a global conversation about the challenges farmers face in feeding a growing population. Given limited land and resources, increasing agricultural yields are essential – and making sure the world's farmers have access to the latest science-based tools, such as hybrid and biotech seeds, is a vital part of the solution. Blue's campaign for Monsanto focuses on the challenges before us and the company's commitment to a sustainable agricultural system that produces more, conserves more and improves farmers' lives.
A particularly vocal and well-organized opposition had helped negatively shape perceptions of the world’s largest retailer. Blue’s TV ad campaign addressed these perceptions head-on, showcasing Walmart’s employee benefits and the company’s overwhelmingly positive effect on communities.
Zimmer, Inc., the world's leading manufacturer of orthopedic implants, came to Blue with a two-pronged challenge. First, the company needed to promote its market-leading NexGen knee replacement system among potential patients. Second, Zimmer needed to counter newly aggressive competitors in the knee replacement market. Blue created distinct, multi-media campaigns in print, digital and cinema designed to meet these complementary but discrete objectives.
By 2030, the Joint Strike Fighter (JSF) will comprise approximately 90 percent of America’s fighter aircrafts. Like the F-16, the JSF was originally conceived with two competing engine manufacturers, but the GE/Rolls-Royce F136 engine was marked for cancellation, potentially leaving this critical component to a single source. GE Aviation tabbed Blue to create a print and online campaign focused on the indisputable benefits — from performance to cost-effectiveness — that engine competition brings to the vital JSF program.
Blue works with the American Heart Association and American Stroke Association to produce a variety of digital and print advocacy ads. Some have helped raise awareness about the importance of childhood nutrition and physical activity to combat the obesity epidemic. Other featured real heart and stroke survivors with compelling stories that illustrated the importance of research and NIH funding. The ads amplified the issue on Capitol Hill surrounding a lobbying event and nationwide as part of a grassroots effort to drive supporters to the website to take action.
Unfairly burdened with an antiquated image, America’s freight railroads hired Blue to create an advertising campaign to show the freight rail industry as the high-tech industry it is. Blue’s “Tomorrow – Arriving by Train” campaign showcased the critical role rail plays in the “just-in-time” economy, its important environmental advantages and the industry’s high-tech control and infrastructure systems.
Leaders in humanitarian aid and development contracting, International Relief & Development (IRD) hired Blue to help elevate its profile amongst key humanitarian aid influencers in Washington, DC – and recruit potential employees. Blue developed an integrated campaign using print, radio, online and outdoor ads that highlight important and successful IRD programs. The headlines are a twist on the organization’s name, building brand identity while educating target audiences about the organization’s activities.