American Iron and Steel Institute - the backbone of America: the new steel inside the beltway campaign

A campaign (2006-7) for the American Iron and Steel Institute. Objective: to counteract negative opinions of the steel industry in order to position the industry more positively in terms of its public policy agenda.

The Backbone of America: The New Steel Inside the Beltway Campaign

Not all great advertising is found in national campaigns for automobiles, cell phones, household appliances, and canned soup. Advertising is also important for less visible industries that are rarely featured in the 60 seconds between TV shows, yet are vital to our economy. For example, a commonplace material such as steel, without which none of the above products would be possible. This is the story of how a highly focused and innovative advertising campaign is helping to ensure that the U.S. steel industry continues to make a...

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