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Unilever Campaign Turns Kids Into Green Brand Ambassadors


Environmental Leader

October 11, 2007


Unilever is launching a nationwide marketing campaign that challenges elementary students to become mini-environmentalists and get their families to make green choices - like switching to Unilever’s 3x concentrated laundry detergent.

“The Go Green & Small with ‘all’” campaign includes a site at, where elementary school kids and parents can complete Eco-Report Cards to track “how their efforts to protect the environment can make the (green) grade.” Kids can also share their personal Eco-Stories and photos online, while teachers can download grade-appropriate lesson plans and curricula to extend the eco-message into the classroom.

The elementary school that submits the greatest percentage of Eco-Report Cards - and thus the most brand engagement with ‘all,’ will win a green iPod shuffle with a solar charger for every student in the school and a $50,000 grant towards green improvements like an eco-friendly playground.

“We believe that young students have the passion to help their families become more environmentally-active and aware,” said Helayna Minsk, Unilever Marketing Director, ‘all’ laundry detergent. “Simply using eco-friendly products like ‘all’ small and mighty, the leading 3x concentrated laundry detergent that saves natural resources in packaging and shipping, can make a big difference for sustaining our environment.”


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