At conceptbakery, we’re always looking out for great new cause marketing case studies. Recently, we’ve been quite taken with Seventh Generation’s Million Baby Crawl, an initiative that ultimately hopes to tighten government regulations on the chemical content in common household products.
Specifically, the cause cites mounting scientific evidence that highlights the widespread exposure to chemicals that can cause serious and adverse impacts on human health, particularly children. It aims to update the federal legislation that has regulates health-harming chemicals as of 1976. Since then, the EPA has required safety testing on only 200 of the more than 80,000 chemicals in today’s market. To learn more about the specific adjustments that Seventh Generation and its partners want to implement, go here.
We think it’s a pretty cool interpretation of how a company should approach cause marketing. The Million Baby Crawl champions a relevant mandate in perfect harmony with Seventh Generation’s company mission; to manufacture and distribute greener, safer, and less toxic household products. Beyond this, the campaign has truly embraced the social media revolution’s potential in the marketing world. The Million Baby Crawl has made extensive use of today’s available social media venues. Along with maintaining both a growing Facebook fan page and Twitter feed, the initiative’s attached microsite takes a creative approach to interactive web presence. There, site visitors have various options through which they can become involved:
Awesome work, right?