PNG Made campaign appeals to the hearts of consumers
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.