Class:
Consumer Promotion

Type:
Under $10 Per Recipient

Objective:
To enhance company image and promote environmental leadership.

Strategy and Execution:
Using recycled materials, the advertiser developed "discovery packs" to illustrate its concern for "The Environment - A Natural Commitment." The pack was a spiral bound book containing experiments and explanations about air, water, wildlife which would be excellent teaching aids for fourth-grade students. In the pack were theme/advertiser-imprinted products including solar powered calculators, wildflower seeds, thermal hot water gauges. At the school introductory presentations, a rain machine was built to show how polluted water can run off into the water supply. Packs were also presented to 6,000 officials and dignitaries.

Results:
It was reported the campaign won the "1993 City of Austin Environmental Awareness Award." The pack has become part of the fourth-grade foundation curriculum by the Texas Natural Resources Conservation Commission.