"Be Car Care Aware" is a consumer education campaign about the benefits of regular vehicle care, maintenance and repair. The campaign is in response to a call for action from leaders in the automotive aftermarket industry to capture a share of the estimated $60 billion in annual unperformed vehicle
maintenance.
An integrated marketing and public relations
campaign moving along on a continuum will build awareness and
knowledge to prepare consumers to make sensible decisions about
their vehicles. As awareness builds, consumers will take action,
thus reducing vehicle neglect. Reversing unperformed maintenance
will increase profitability in the aftermarket, conserve energy,
improve highway safety and benefit the environment.
Built around three key message areas of safety,
dependability and pride of ownership, the campaign is designed to represent
and engage all segments of the aftermarket industry. The
Automotive Aftermarket Industry Association (AAIA) is spearheading the campaign
on behalf of the industry with the Car Care Council serving as the
brand and messaging source. The campaign operates within the
Foundation for Aftermarket Industry Research (FAIR), a 501-C3 non-profit
organization operated by AAIA. AAIA is committed to educating the
consumer about auto care, maintenance and repair on behalf of the
aftermarket industry and has incorporated this role in the
association's strategic plan. The campaign has no end.
How Can Your Company Participate?
To get involved in the campaign your repair facility may request a starter kit. By doing this, your repair facility will be listed on the Shop/Store
Finder section of this
Web site. The starter kit, valued at
$79, contains bay banners, brochures, countermat, posters, stickers,
brochure holder and mirror hangers; many of these items feature the
new vehicle service interval schedule.
For more information on the "Be Car Care Aware" consumer
education campaign, contact the Car Care Council at 240-333-1088, or
e-mail the Car Care Council .
.gif)
