The Problem

We were engaged by a leading building products brand following newspaper allegations that its manufacturing processes had produced a cancer cluster within the vicinity of their factory.

Community activists alleged the company was operating without due regard to the health and wellbeing of local residents.

They were demanding compensation for the “victims” and closure of the factory with the loss of several hundred jobs.

They took their allegations to the media and created a frenzy as broadcasters and newspaper outlets seized upon the story.


The solution

We decided it was time to get close to the journalists, rebut the untrue allegations and set the record straight by presenting the real facts.

We transformed the company’s profile by working closely with the local health authority to access statistics which proved the allegations were totally without foundation.

These facts were clearly communicated to the media to show that the story was simply scaremongering.

To prove the company was not simply ‘spinning’ its way out of trouble, independent health professionals were engaged to produce an honest report which alleviated all fears within the local community.

We then went on the offensive with a communications strategy that rebuilt the company's reputation as an environmental standard bearer and a socially responsible member of the community.