Seventh Generation Unleashes Baby ‘Crawl’ - Event Marketer

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Seventh Generation Unleashes Baby ‘Crawl’

Seventh Generation a brand of non-toxic and environmentally safe household and personal care products in partnership with activist Erin Brockovich and Safer Chemicals Healthy Families a coalition of groups concerned about toxic chemicals has launched the Million Baby Crawl a campaign to raise awareness about the nation’s chemical laws and urge Congress to pass stronger regulations on the chemical industry.

The effort consists of a virtual crawl to Washington D.C. where infant avatars next January will “rattle” legislators for toxic chemical reform. In addition on Nov. 18 live events in six cities—Boston Denver Minneapolis New York Portland and Seattle—provided social networking and educational activities for moms and sampling opportunities for Seventh Generation which distributed free samples of its Automatic Dishwasher Detergent Pacs and other household and baby products. Brockovich appeared at the New York event which took place in Madison Square Park.

The live events held from 10 a.m. to 2 p.m. featured a main stage for local dignitaries and celebrities a soapbox photo op a sign-making station with a mural an education station and a computer kiosk where attendees could join the online community at millionbabycrawl.com. In the Crawl to the Capitol play area babies navigated an obstacle course leading toward a large visual of the Capitol. Participants receive an “I demand a change” bib.

“This is a grassroots campaign to make parents aware of dangerous household cleaning chemicals in the house and of the need to strengthen chemical policy to make sure that chemicals are tested before they come to market ” Maureen Wolpert senior brand manager at Seventh Generation told Buzz. “The live events gave people an opportunity to discuss the issue and register their support and a deeper experience with our brand in terms of getting samples and engaging with our products. It was one day when we put our stake in the ground and rallied for change.” Agency: LeadDog Marketing Group New York City.

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