The Body Shop’s Grassroots Approach to Pet Activism

Want to hear more directly from The Body Shop Canada’s Jayme Jenkins? Come to the Chicag0-based Engage for Good Conference May 23-24, 2018!

The cosmetics company is leaning on pet influencers to bring an end to animal testing in Canada.

The Body Shop Canada is making grassroots activism a big part of its continued push to end animal-tested cosmetics worldwide.

Now two years into its global “Forever Against Animal Testing” CSR campaign, the company’s Canadian arm is focusing its marketing efforts on getting consumers to act on the issue. Whereas last year’s effort focused on raising awareness of animal testing in the industry, this year’s has a more tangible objective: to change the law in Canada.

On Monday, the company launched a three-week, in-store piece of the Canadian campaign aimed at enabling its customers to become activists. The effort is focused on featuring the brand’s cruelty-free products, while collecting signatures from customers and letting them know how they can get involved, such as contacting their local MP.

Next week, it will kick off the social and digital component of the campaign, featuring ten “celebrity pets” and “pet influencers” – some of them pets of celebrities – such as Elvis Pawsley (a Toronto-based corgi with some 34,000 followers on Instagram), Nacho Cilantro (television personality Jillian Harris’ boxer) and Rusty (tech personality Amber Mac’s rescue dog).

Read full article on Strategy Online

 

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