PNG Made cam­paign ap­peals to the hearts of con­sumers

Made in PNG - - FEATURE -

For sev­eral years, the Man­u­fac­tur­ers Coun­cil of PNG has run a mem­ber-funded con­sumer aware­ness cam­paign—‘PNG Made’—to en­cour­age Pa­pua New Guineans to pur­chase PNG­man­u­fac­tured goods.

The cam­paign has in­volved ra­dio and TV ad­ver­tis­ing and the use of a ‘PNG Made’ logo on ev­ery­thing from cloth­ing to cola, and in­dus­trial clean­ers to canned tuna.

To qual­ify for use of the ‘PNG Made’ logo, 50% of a par­tic­u­lar prod­uct’s cost of pro­duc­tion must have been in­curred in PNG. ‘We aim to get con­sumers’ emo­tions in­volved,’ says Murray Woo, Man­u­fac­tur­ers Coun­cil Chair­man about the cam­paign. ‘We want them to think: “My fa­ther works here, so I should sup­port that business”.’

Coun­cil sur­veys sug­gest the cam­paign has been ef­fec­tive, with 95% of con­sumers now able to iden­tify the ‘PNG Made’ brand.

‘We al­ways pro­mote the logo. It’s on our uni­forms, it’s on our sig­nage,’ says Adrian Chow, Gen­eral Man­ager of Coun­cil mem­ber Prima Small­go­ods. ‘We al­ways high­light it to our cus­tomers too, espe­cially com­pa­nies new to PNG: the mes­sage is they should buy more PNG prod­ucts and use more PNG ser­vices.’

The PNG Made logo is now found on a wide va­ri­ety of man­u­fac­tured prod­ucts.

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