CINCINNATI: Procter & Gamble's Dawn dish soap has boosted its consumer engagement to promote its second Junior Wildlife Champions education program. The initiative helps to save birds and marine wildlife from natural and man-made disasters.
Dawn, which has helped to “save wildlife for more than 30 years,” launched the first edition of the program last year to educate 1 million elementary school students, said Michelle Lohman, external relations manager for the brand. This year, Dawn has expanded its reach in hopes of connecting with 2 million children during the 2012-2013 school year, she added.
“[PR is] definitely the driving force behind the 2012 Junior Wildlife program, and we have everything, [including] traditional, spokesperson expertise, online and social media, and consumer influencers,” said Lohman.
In addition to a downloadable curriculum for teachers, created by Dawn and its partners The Marine Mammal Center and International Bird Rescue, the brand drew up “Wildlife Weekend” materials to help teachers and parents get involved.
Lohman explained that all materials can be downloaded from Facebook, which Dawn felt is where “parents and teachers are spending the most amount of time.”
On the Dawn Saves Wildlife Facebook page, which has nearly 480,000 “likes,” parents and teachers can enter a sweepstakes for their school to win an assembly with zoologist Jarod Miller.
Lohman said Miller, The Marine Mammal Center, and International Bird Rescue are promoting the materials and the initiative at large on their social media sites. Dawn is also using Twitter to push out messages about the effort, she said.
MSLGroup, AOR for Dawn since 2008, “conceived” the Junior Wildlife Champions program, said Lohman, adding that the firm manages “planning and outreach” for the initiative.
“We're proud to partner with them because they provide our strategic counsel with media opportunities and content development for all of our online and offline elements,” she explained.
P&G also launched a Facebook page and corporate social responsibility initiative for its Children's Safe Drinking Water initiative earlier this year.