The David Suzuki Foundation has launched a month-long campaign from Public Inc. to encourage Canadians to “break-up” with their traditional household cleaners, and instead opt for environmentally friendly products.
The education and awareness campaign, which started April 10 and wraps May 10, lives at SpringBreakup.ca and includes an online poll, a customizable breakup letter aimed at popular brands and a downloadable Shopper’s Guide to Cleaners.
“We’re really trying to challenge how people think about the products they use,” said Paul Estey, co-founder and chief innovation officer at Public. “As we learn about the environment and these products’ effect on us, it may be time to challenge the long-standing relationship we’ve had with them.”
“We’d like the campaign to result in a behavioural change. We’re really trying to add value to the person, not just the cause,” he said.
Each week, visitors to the site are faced with a different challenge. For instance, this week consumers are encouraged to send a letter to the Minister of Health in a push to require manufacturers to disclose product ingredients on their labelling. Currently, they are not required to do so.
The foundation is using Facebook and Twitter to promote the campaign and reach out to mothers, environment bloggers and even retail stores.
The organization was in the news earlier this week, after David Suzuki stepped down from the board. Sukuki left his namesake foundation over worries his opinions could endanger the foundation’s charitable status.
In a post on the foundation’s website, the environmentalist wrote, “I want to speak freely without fear that my words will be deemed too political, and harm the organization of which I am so proud.”
