LCY Chemical Corp. Kaohsiung gas explosion

Lee Chang Yung Chemical Corp (LCY), a chemicals company in Taiwan, used PR and public gestures to protect its reputation following a pipeline explosion.

Campaign details

Advertiser: LCY Chemical Corp. Agency: Era Ogilvy

Situation analysis

When we're on the road, we're thinking about the destinations; about getting to work on time, going home for dinner, or meeting our friends for a drink. The tarmac under our moving wheels or what lies beneath the pavement is never on our minds. On July 31, 2014, however, citizens of Lingya and Qianzhen districts, near downtown Kaohsiung, were given a merciless reminder to re-examine the unremarkable streets they rely on when chemical pipelines exploded from underneath the roads in a 3km perimeter, killing 32 and...

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