CINCINNATI: Greenpeace has parodied Procter & Gamble's Thank You, Mom ad campaign and festooned the CPG giant's global headquarters in Cincinnati with massive posters accusing its supply chain of deforestation and the death of wildlife.
The ads riff off the P&G campaign's reference to mothers by stressing that many orangutans are being orphaned because their habitats are being destroyed. "Head & Shoulders wipes out dandruff and rainforests," reads one banner.
Greenpeace launched the mock ads on Tuesday, following the release 10 days ago of a year-long investigation into P&G's supply chains.
The environmental pressure group has also launched a two-minute video that tells viewers, "If you have P&G products at home, many of which contain palm oil, there's another story you should see." It lists a number of P&G brands, including Head & Shoulders, Pantene, Gillette, Ariel, and Oral B.
The film highlights the destruction of forests and the plight of orangutans, many of which are orphaned because forests are being cut down for palm-oil production.
"Destroying forests for palm-oil plantations means some of us no longer have moms," it says, mixed with images of dead orangutans.
A spokesman for Greenpeace told Marketing that P&G has responded saying it would investigate its suppliers, that it took its sustainability responsibilities seriously, and that it planned to be fully sustainable by 2015.
Areeba Hamid, one of Greenpeace's lead advocates, said that "Greenpeace has confronted P&G for the last eight months with how it is exposing consumers to forest destruction."
"Rather than making real guarantees that its products don't destroy forests, it continues to greenwash its dirty supply chain by relying on so-called sustainability schemes that are widely regarded to be weak and ineffective," said Hamid.
Greenpeace has also launched a "storytelling petition site" as part of the campaign, targeting Head & Shoulders, which it said has already gained 200,000 signatures.
Greenpeace said P&G is sourcing palm oil from companies connected to orangutan habitat clearance in Indonesia. Its investigations also found that the company's sourcing policies are "pushing the Sumatran tiger to the edge of extinction."
In a statement, P&G said it "is committed to the sustainable sourcing of palm oil. We are members of the Roundtable on Sustainable Palm Oil, we support [its] criteria established for sustainable palm oil, and we are part of the working group on sustainable sourcing of palm-oil derivatives."
"We have made a public commitment that, by 2015, 100% of all palm oil purchases we make will be sustainably sourced, and we are working with our suppliers to ensure we deliver on this commitment," the company explained.
This story originally appeared on the website of Marketing.