Safe Steps Home, a joint project of Clorox Fresh Step kitty litter and the ASPCA
The ASPCA feels that cat overpopulation poses the greatest challenge to shelters and that the solution lies in education, spaying and adoption. Frest Step sought to impress cat lovers with its commitment to fighting feline homelessness through a $250,000 annual donation to the ASPCA.
To drive the message home, Clorox attracted media attention with an “education through music” strategy during Adopt-A-Shelter-Cat month. Singer/songwriter Jann Arden recorded a promotional CD of her hit song ‘Saved” that was given free to those who gave $10 to the Safe Steps Home program. A radio tour, audio, video and print news releases, on-pack promotion and other promotional tools resulted in more than 60 million media impressions that benefited the company, the cause and, ultimately, America’s cats.
SILVER: Jetting to Green: JetBlue Airways and Carbonfund.org
To offset the large carbon footprint an airline can create, JetBlue Airways launched Jetting to Green to encourage customers and employees to commit to “one thing that’s green.” Zagats rated JetBlue the most Eco-Friendly Airline of 2008 and 1.1 million metric tons of CO2 have been offset through customer contributions.