Coming to a Theater Near You: Enhanced Protection Laminated Glass Industry Association Takes a Different Approach to Marketing Product Benefits

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The Enhanced Protective Glass Automotive Association has launched a movie trailer to educate the public about the benefits of laminated glass, with emphasis on its UV solar protection properties.

Lights! Camera! Action! A bit of Hollywood comes to Detroit with the release of the faux movie trailer Enhanced Protection, produced by the Enhanced Protective Glass Automotive Association (EPGAA). The trailer was created to educate about the benefits of laminated glass, especially its ability to protect from harmful UV rays that can cause skin cancer. The video can be viewed at http://www.enhancedprotectionthemovie.com.

Other benefits highlighted in the video include quieter vehicle cabins, weight savings, enhanced security, and safety. The video made its premier via YouTube in late August, with the goal of having the action-packed cop drama increase awareness globally.

“Automotive glass in the past has often been viewed as a commodity,” said Mike Johnson, communications committee chair for the EPGAA. “But the reality is that glass makers are partnering with chemical companies that produce interlayer films to create a glass product that has value added benefits, including glass that will block UVA and Infrared (IR) rays.”

Use of laminated glass has long been mandated for use in the windshield for its break-resistant properties, since the plastic interlayer holds the glass in place. Its use has expanded to side windows with the same idea in mind, and automakers are also discovering sound reduction and other benefits offered by laminated glass.

The EPGAA, though, is highlighting one critical benefit of the product with the new video, its ability to block UV rays. Normal laminated glass, using a standard polyvinyl buteral (PVB) interlayer, blocks up to 96 percent of all UV rays, and, by changing the chemistry slightly to create a “solar” PVB, up to 99.9 percent of all UV rays are blocked, including UVA rays, the most harmful to human skin, and associated with the development of skin cancer.

“Most people don’t realize that incidences of skin cancer are increased on the left side of the face and body of frequent drivers,” said Johnson. “Professional drivers, sales people, even parents and kids shuttling from place to place- year round-, can be at additional risk due to the fact that normal, tempered glass does little to block harmful UVA rays.”

In fact, a 2010 study revealed that about 53 percent of skin cancers in the US occur on the left, or drivers’, side of the body. The study, co-authored by Susan T. Butler, M.D. and published in the Journal of the American Academy of Dermatology, indicates that the distribution pattern supports the theory that automobile drivers in the US are exposed to more ultraviolet (UV) radiation on the left, through the driver’s side window, and that ultraviolet A (UVA) radiation causes more damage than formerly believed (http://www.skincancer.org/publications/sun-and-skin-news/summer-2010-27-2/driving-linked).

The EPGAA developed the concept of a movie trailer with creative services company Harvest Creative, based in Lansing, Mich. After brainstorming, the team developed the story line of Chip Glass, an angry cop who is thrown together with a new partner, Vidrio Enhance, a technical genius, to thwart the diabolical plans of Weatherface, a former hunk-turned evil villain whose face was disfigured as the result of long-term exposure to UVA rays while a driver of a half-ton truck.

The movie trailer incorporates favorite cop clichés, creating a fun (and funny) video that also delivers a poignant message – laminated glass helps reduce exposure to cancer causing UV rays, and also yields the many other benefits mentioned above.

The EPGAA plans on showing the video on YouTube at (URL), and during conferences and meetings that it has with customers. It also plans on contacting dermatologists and dermatological / medical associations to present the video during conferences and membership meetings.

About the EPGAA
The Enhanced Protective Glass Automotive Association (EPGAA) is composed of laminate and glass providers to provide information and overall education on the development of laminated glass for added vehicle security, occupant comfort, efficiency, and safety. For more information on the EPGAA, visit http://www.epgaa.com.
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Marc Harlow
Rohatynski Harlow Public Relations
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