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Advertising
campaign
Client: Unocal Corporation (USA)
Written and designed by Mike Sweet
in 2002, the purpose of this advertising campaign
was to sensitively promote the policies of Unocal,
the major US energy corporation operating in
Bangladesh. The company was keen to promote
the benefits tothe Bangladesh Government of
exporting its natural gas reserves, which Unocal
was developing.
Energy development and export issues are highly
controversial in lesser-developed countries,
and the campaign had to try to win hearts and
minds carefully.
The
advertisements needed to acknowledge cultural
sensitivities, and to appeal to key stakeholders,
government and the general public.
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The
second phase of the campaign promoted additional
key messages: conveying to stakeholders that
the company had a largely local workforce; that
this workforce was benefiting from skills training,
capacity building and technology transfer; and
that Unocal was investing heavily in Bangladesh
for the long term.
The
'Dreamers' concept sensitively promoted these
messages and acknowledged the public debate
surrounding the potential export of gas reserves. |
Dreamer
copy
"One day I'd like my son to work in the
gas industry. I dream of a future where the
whole country can benefit from our industry,
when
we can supply our own needs and get the benefits
of selling surplus gas in other markets."
Nahar Khan. Senior Drilling Manager. Unocal
Bangladesh."
'With over 325 million
US Dollars of investment in gas exploration
and production to date. Unocal is proud to partner
Bangladesh in its quest to find the energy to
fuel the nation and supply world markets. Key
to Unocal's investment is the long-term development
of skills and expertise in our workforce - empowering
engineers and managers by sharing our global
experience.Unocal - Building
a better future together.'
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