We couldn't do without chemistry. That's the message the European chemistry industry council, Cefic, is pushing with a campaign to boost appreciation of the role chemistry plays in everyday life.

The initiative centres on the "Elements of life" website, featuring six elements from the periodic table and the innovations to which they have contributed. There is also a chemical timeline.

The chemical industry frequently gets bad press and its achievements are often taken for granted, says Jan Baszak, director of communications at Cefic. 'What we want to achieve here is to create a little bit of a balance between some of the negative aspects that chemistry brings to everyday life and the benefits it creates for society.'

The campaign is based on a German initiative launched in June this year. The German chemical industry association (VCI) is spending around ? 10 million (£7 million) over three years to take the same message to educated Germans. Initial feedback is extremely positive, says Anton Mariacher, VCI director of communications. 'This is an excellent way to transport the messages about the benefits of chemistry to even larger target groups,' he says.

Cefic's campaign is on a smaller scale, concentrating on European decision-makers, but includes advertising in Europe-wide publications. 'Many people just don't realise how big a part chemicals play in their everyday lives - whether they are playing football, sitting at the computer or driving their cars,' says Cefic director general Alain Perroy.

Opinion polls in both the EU and UK suggest the industry's public face has stabilised and even improved, says John Gardner, director of communications at the UK's Chemical Industries Association. Nevertheless, this is another constructive initiative that should supplement ongoing communication activities, he says.

Henry Nicholls