(Photo Courtesy of Official Dawn Website)By: Courtney Clark
For the past 30 years, Dawn dish soap has been committed to conserving wildlife. The Proctor and Gamble brand, Dawn, launched a campaign called "Saving Wildlife". This campaign is cause-related, and donates $1 to conserving wildlife for every bottle of Dawn dish soap purchased. Once the donation is activated online, one dollar, up to $500,000 is donated to the International Bird Rescue Research Center and the Marine Mammal Center.
While Dawn has always been involved with saving wildlife, the recent oil spill in the gulf has given consumers a new motivation. Dawn has created special edition bottles of dish soap with pictures of different animals being affected by the oil spill in the gulf. In addition, Dawn's latest commercials show how the grease dissolving soap is actually used to clean oil off of the affected animals. These emotional commercials target animal lovers and those with a passion for wildlife conservation. This strategy is used to motivate consumers to purchase Dawn dish soap over all the other brands.
On the website where the consumer can enter their donation, visitors are made aware of the Facebook page called Everyday Wildlife Champions. By joining this page, visitors can connect with other Everyday Wildlife Champions and discover more ways to get involved in saving wildlife.
Dawn has surpassed its goal of $500,000 but is still activating donations. Overall, this is a successful campaign that is driven by the cause. The campaign motivates its publics to get involved in helping the oil crisis by simply purchasing a bottle of Dawn.
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