New push to make over shipping's public image
Nicholas Fang, Straits Times 15 Jan 08;
'Shipping is actually by far the most environmentally sound way to transport goods in bulk.
MENTION the shipping industry and many people conjure up less-than-flattering images.
They think of slow-moving ships laden with containers spewing smoke and leaving a trail of oil as they sail around the world.
That will change if 24 of the world's top container shipping companies, including Singapore's Neptune Orient Lines, have their way. They are joining forces to try to improve the industry's public image.
The initiative, known as the Container Shipping Information Service, was launched last Friday. It aims to help people around the world better understand the industry and how it affects them.
Costing US$1 million (S$1.43 million) to set up, the project is being run by public relations firm Porter Novelli. The first effort is a public website - www.shipsandboxes.com - designed to provide basic information on container shipping by explaining technical terms, providing interesting facts and covering topical issues.
Taiwan's Evergreen Marine is one of the member lines, and its chairman, Mr Arnold Wang, said the initiative is unlikely to contribute much to the members' bottom lines.
'Our customers are not members of the public but the shippers or companies which make, buy or sell goods that need to be shipped to different countries.
'We hope to get more people to understand what we do and correct misperceptions, such as those that imply we pollute the environment.'
AP Moeller-Maersk container business chief executive Eivind Kolding says the industry continually works to cut its environmental impact.
'Shipping is actually by far the most environmentally sound way to transport goods in bulk.
'For example, a container ship emits around 40 per cent less carbon dioxide than a large freight aircraft and three times less than a heavy truck per tonne per km,' he said.
Mr Wang said more people may be drawn to the industry if they understand more about it.
'We want to show how container shipping makes a vital contribution to all our lives. Whether it be our laptops, coffeemaker, sports shoes or strawberries, container shipping makes it possible for consumers to enjoy these and at affordable prices.'
