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client: Church and Dwight, the Arm & Hammer Baking Soda Company
assignment: Build awareness among young people of Arm & Hammer brand baking soda as an environmentally benign cooking and cleaning product.
more information
Employing Arm and Hammer's "Stakeholder Relations" model created by their public affairs director Bryan Thomlison, Walter Coddington organized and directed what turned out to largest ever public and private coalition for the promotion of water conservation and environmental education.
In the process of building the coalition, it was learned that the United States Department of Agriculture (USDA) was looking for a way to fund increased distribution to youth of its Give Water a Hand water conservation educational materials. Walter Coddington identified where the marketing objectives of Arm and Hammer intersected with the environmental education promotion interests of the USDA.
The coalition became the distribution network for the Give Water a Hand educational materials produced by the University of Wisconsin Environmental Resource Center. And the Give Water a Hand program materials became the vehicles for information about the nature, use and environmental advantages of baking soda.
Result
Give Water a Hand educational materials and the distribution network informed millions of youth throughout the United States about the benefits of baking soda at a fraction of what it would have cost Church and Dwight to invest in traditional advertising to reach the same number of youth.
Coalition
American Forests
American Water Works Association
Boy Scouts of America
Church & Dwight (Arm & Hammer company)
Earth Force
Global Rivers Environmental Education Network
The Groundwater Foundation
Izaak Walton League
National 4H Council
National Aquarium in Baltimore
National Association of Conservation Districts
National Drinking Water Clearinghouse
National Fish and Wildlife Foundation
National Marine Educators Association
National Oceanic and Atmospheric Administration
National Science Teachers Association
Project WET (Water Education for Teachers)
Tennessee Valley Authority
Trout Unlimited
United Earth
University of Wisconsin-Environmental Resource Center
USDA Forest Service
US Environmental Protection Agency
US Fish and Wildlife Service
US Geological Survey
Water Environment Federation
Western Regional Environmental Education Council
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