Hasta La Creative!

Seventh Generation is taking on much of the consumer-products industry and Washington with little more than kids in their undies and hats made from colanders and aluminum foil otherwise known as the Toxin Freedom Fighters.

In an advocacy/marketing campaign breaking with a full-page ad in the Sunday New York Times, Seventh Generation and its youthful wards are aiming at tougher regulations on household chemicals. And in the process, it’s painting much of the consumer-products industry as purveyors of toxins.

Seventh Generation’s campaign is from Made Movement, Boulder, Colo., and also includes digital and social media, in hopes of collecting 100,000 signatures by Earth Day at FightToxins.com to support an overhaul of the 38-year-old Toxic Substances Control Act. A proposed update of the law, the Chemical Safety Improvement Act, was introduced last year with bipartisan support in the Senate. But it doesn’t go far enough in Seventh Generation’s opinion, though it does represent the first real chance for tougher regulations in decades as the company sees it.

Continue reading at AdAge.com