New Chevron Advertising Targets Dialogue about Global Energy Issues
Campaign integrates print, broadcast and Web; engages wide range of stakeholders
SAN RAMON, Calif., July 5, 2005 -- Chevron Corporation today launched a new global advertising campaign to raise awareness and encourage discussion about important issues facing the energy industry, including supply and demand, the role of alternative and renewable energy sources and the promise of technology.
"Energy – how we find it, produce it and use it – is one of the critical issues of the 21st century," said Chevron Chairman and CEO Dave O'Reilly. "Energy affects everyone. And we think everyone should be involved in the dialogue about the future of energy."
The campaign will include print and broadcast in major media, and an innovative website, willyoujoinus.com, that will provide a forum for discussion among a wide range of stakeholders. The site currently offers viewpoints on the future of energy by John Elkington the Chair of SustainAbility and Jerry Taylor, Director of Natural Resource Studies, The Cato Institute
Vice President of Policy, Government and Public Affairs, Patricia Yarrington said, "We developed a campaign that is rooted in the real issues facing our industry. They are issues that affect everyone who has a stake in energy – consumers, businesses, policymakers, environmentalists, educators and political leaders. We think it's a very compelling campaign about a very compelling subject."
The campaign is breaking in major print media on July 5 with advertising focusing on the challenge of maximizing the world's supply of oil and gas. Broadcast spots will focus on key facts highlighting the dynamic balance between supply and demand.
Yarrington added, "Chevron is not attempting to solve the world's energy problems alone, but rather use human energy to bring people together to discuss real issues and to think about developing real world solutions. We are hoping to encourage people to see and understand others points of view with a goal of moving the debate from entrenched rhetoric to pragmatic solutions. Chevron is optimistic about the future and believes that by asking the tough questions now we can help determine how we will best meet the energy needs of the world in decades to come."
Chevron encourages people to visit www.willyoujoinus.com to join in the debate. The website will periodically explore a new energy issue and visitors can voice their opinion and join in the discussion on a message board, managed and monitored by a third party.
The campaign will launch in print, outdoor, online and with TV teaser ads in global media targeted at influentials who are involved with leading the energy debate. The ads will appear in publications such as the Economist, Wall Street Journal and Financial Times, on U.S. and pan regional TV such as CNN, BBC Africa, Asia, Middle East and Latin America and in airport locations such as Beijing, Moscow and Washington DC.
Chevron Corporation is one of the world's leading energy companies. With more than 47,000 employees, Chevron subsidiaries conduct business in approximately 180 countries around the world, producing and transporting crude oil and natural gas, and refining, marketing and distributing fuels and other energy products. Chevron is based in San Ramon, California, USA. More information on Chevron is available at www.chevron.com.
Updated: July 2005