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From AdAge comes this quick story coverage, as quoted from the video description on YouTube:
NEW YORK (YouTube.com) — In an effort to improve the public’s perceptions of its products, the plastics industry will launch a $10 million social media blitz aimed at Millennials. Created by the Apco Worldwide agency for SPI, the industry trade group, the four-year effort is designed to spark viral conversations among Millennials about the many benefits of plastic.