For each bottle of Dawn sold, P&G donated $1 (up to $500,000) split equally between International Bird Rescue Research Center and Marine Mammal Center. To activate that $1 donation, Dawn purchasers needed to enter a code (found on specially-marked bottles) at the DawnSavesWildlife.com microsite.
[Thousands of animals caught in oil spills have been saved using Dawn.]
Joe Purdy, singing: “I got troubles Lord, but not today. Cause they’re going to wash away. They’re going to wash away.”
[Now, your purchase can help. 1 bottle = $1* to save wildlife.]
Joe Purdy, singing: “They’re going to wash away. So, I’m gonna take them away.”
[* Up to $500,000. Must visit DawnSavesWildlife.com to activate donation.]
15-Second Version of the Commercial
‘Dawn Saves Wildlife’ Microsite – Donation Activation Procedure
Dawn Save Wildlife ‘Coupon’
Notice the clever visual pun of using $1 coupon imagery to save, not money, but wildlife:
‘Dawn Saves Wildlife’ Case Study
After the $500,000 was collected, the emphasis of Dawn’s cause marketing shifted to focusing on Dawn’s product benefits: effective on oil grease yet gentle on hands (and bird feathers), as described in the Dawn Saves Wildlife Case Study.