P&G enlists consumers in acts of environmentalism: 'It's Our Home' campaign brings environmentalism into fold of growing corporate effort that has embraced other social justice issues.

PROCTER & Gamble Co.; ENVIRONMENTALISM; SOCIAL justice; PLASTICS in packaging; CARBON offsetting

Procter & Gamble Co. is encouraging small acts of environmentalism in a new corporate campaign that kicked off last week with a video by Saatchi & Saatchi featuring young green galactic explorer Luisa, who tries to set her family on the right eco-path for the planet by turning off lights and showers. "It's Our Home" encompasses a number of programs P&G brands have launched, notably Tide's "Turn to Cold" campaign launched last month aimed at having 75% of U.S. laundry loads done in cold water by 2030, saving the greenhouse gas equivalent of removing a million cars from the road. P&G enlists consumers in acts of environmentalism: "It's Our Home" campaign brings environmentalism into fold of growing corporate effort that has embraced other social justice issues. [Extracted from the article]

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