Worldaware Award for Effective Communication
British Petroleum "For all our Tomorrows"
With the For all our tomorrows campaign, British Petroleum has presented its concern with the future.
Two of the advertisements show it introducing solar power to remote areas of the world, enabling a schoolboy in rural Africa to study in the evening and providing villagers in Thailand, Zambia and Indonesia with a water supply.
Another discusses BP support for educational programmes and its links with schools near its plants. A fourth concerns an oil which enables weedkillers to be sprayed more accurately, avoiding damage to insects and wildlife. This featured a ladybird with the caption "Weedkillers needn't be ladykillers". A survey showed it to be the best - remembered advertisement ever in the Wall Street Journal.
The campaign ran on TV in Britain, on satellite/cable services internationally and in international business publications. It followed a BP Britain at its Best campaign and marked the company's transition to a more international outlook, with the British government selling its shareholding.
International research showed that people regarded the oil industry as greedy but necessary and that no one was offering reassurance for the future. Ivor Coudge, manager of corporate advertising, comments: "The opportunity was therefore for BP to be seen as the oil company who were solving tomorrow's problems today."
"The advertising projected BP as far-sighted, international, committed to quality, and leaders/innovators/achievers but in a sensitive and enlightened fashion. The individual advertisements concentrate on specific ways that we endeavour to be a responsible corporate citizen wherever we operate. This has increased awareness of BP's commitment and contribution to world development."
BP is the world's third largest oil company, operates in 70 countries from Colombia to Vietnam and employs 118,000 people. Apart from oil exploration, refining and selling, it makes chemicals and animal feed. It supplies over half the world market for fish feed and it farms shrimps in East Asia.
Its solar-power subsidiary, BP Solar, has offices in India, Kenya, Saudi Arabia, South Africa and Thailand as well as Europe and Australia, and has a factory in Thailand. Solar power, needing no fuel or spare parts, can bring to scattered rural communities a reliable electricity supply for water and light and for refrigerating vaccines. Projects have been financed by the World Bank, the World Health Organisation and other agencies.
BP began in 1901 when William Knox D'Arcy, a gold prospector, decided there might be oil in Persia. Seven years later, his surveyors struck oil there, the first commercial discovery in the Middle East.