Objective:
To educate consumers and policy makers about the environmental friendliness of the advertiser's Simple Green cleaning products and to increase overall market share.

Strategy and Execution:
Through various avenues including the advertiser's EGBAR (Everything's Gonna Be All Right) Foundation, whose objective is to help people clean up the world, a variety of imprinted promotional products communicated the products' environmental advantages. Trade shows, beaches, ball parks, military bases, government facilities, toxic waste sites, retail grand openings and neighborhood cleanup sites were among areas targeted. To remind the advertiser's sales personnel of occasions where their support would be needed throughout the year, a large desk calendar pad (made from recycled paper) was sent via UPS. The EGBAR mascot was used on most of the specialty items including pins worn by volunteers and given with product samples at public gatherings. At trade shows, a booth game labeled the Envirotoss asked participants to toss bean bags at holes labeled with product features (e.g., nontoxic) to win folding nylon totes, tree-growing kits and other promotional products.

Results:
Many of the cleanup efforts and the advertiser received media coverage, and overall sales of the Simple Green line were up 21 percent over the previous 12 month-period.