There aren’t many so-called cause, social good, or CSR (corporate social responsibility) campaigns that suit my standards. Most such campaigns don’t pass a basic sniff test for corporate greenwash. But to coincide with the seasonal opening of the National Park system over Memorial Day weekend, Subaru launched a new integrated campaign and microsite, Zero Landfill, that’s a winner by any standard.
Why it’s good
Not to minimize the impact of the stunning images and production quality, here’s why the campaign works:
- The history timeline demonstrates Subaru’s commitment to environmental responsibility through product stewardship, recycling, and zero waste — starting in 1989. (Bonus points because the timeline uses years and months in rings to echo the growth rings of a tree.) This classic “show, don’t tell” creative approach to demonstrate sustained commitment is the opposite of the common “cause of the year” bandwagons many companies jump on.
- The integrated, multi-channel campaign engages you wherever you may be at the moment. So far I’ve bumped into the #DontFeedTheLandfills creative via TV advertising, tweets (including video), Facebook post, Pinterest pins, and Instagram.
— Subaru (@subaru_usa) May 25, 2016
- Clicking the bright green “How can I help?” button in the lower left takes you to simple steps anyone can take to translate new-found awareness into actions that can make a difference for the National Parks.
- There are no annoying pop-up windows, floating social icons, or overwhelming array of choices.”Get Involved” offers three options: updates via email, Twitter, and Facebook.
I may return to the #ZeroLandfill campaign as it evolves, but meanwhile, kudos for the campaign launch Subaru!