04.11.23
Dr. Bronner’s, the family-owned maker of top-selling natural brand of soaps in North America, has launched a new, limited-edition label of its 946ml (32oz) Castile Liquid Soaps in Canada, with the message “Protect Orcas!” to promote the documentary film, “Coextinction.”
A presenting partner of the film, Dr. Bronner’s has created its first-ever limited-edition advocacy soap label for the Canadian market to further raise awareness about the film and its call-to-action. Among its messaging, the “Protect Orcas!” label calls upon consumers to take action on four key issues to prevent the extinction of the Southern Resident Orcas: Support Indigenous Sovereignty; End Open Net Salmon Farming; Remove Obsolete Dams; and Stop Fossil Fuel Pipelines.
“Coextinction is strongly aligned with Dr. Bronner’s guiding Cosmic Principle ‘Treat the Earth Like Home,’ and addresses multiple issues that we are concerned about as a company from protecting animals and ocean wildlife to respecting Indigenous rights, promoting social justice, and practicing environmental stewardship,” said Michael Bronner, President of Dr. Bronner’s. “Coextinction is breathtaking and provides a necessary and urgent call to action! There is still time for us to protect this threatened ecosystem and show that we have the will to not only protect the orcas, but also to save ourselves in the face of the vast climate crisis. We are proud to leverage our reach and brand recognition to engage the public on the issues raised in this remarkable film.”
All-One International Initiative
In Canada, Dr. Bronner’s is promoting "Coextinction" under the All-One International Initiative, namely the All-One Canada chapter. The initiative seeks to support mission aligned activism in the markets outside the U.S. where Dr. Bronner’s sells its products. The All-One International Initiative and Dr. Bronner’s support for “Coextinction” are both anchored by the company’s commitment to social justice, environmental stewardship and animal advocacy.
“Our film, Coextinction, is not just about telling the orcas’ story, the film is about looking at the bigger picture and the interconnections of multiple crises. That's what is going to protect the Southern Resident Orcas, and not just the orcas, but us as well,” said Gloria Pancrazi, co-director of “Coextinction.” “With the Trans Mountain Pipeline expansion scheduled for completion this year in 2023, the urgent message to ‘Protect the orcas and save ourselves!’ is more pressing than ever before. This partnership with Dr. Bronner’s is helping us bring this message and impact campaign to a much larger audience, which is instrumental to creating real systemic change.”
Since 2013, Dr. Bronner’s has donated an estimated $4 million to support efforts to protect farmed animals and ocean wildlife. The company contributed $40,000 from its animal advocacy philanthropy budget in 2022 to support the impact production of Coextinction. Dr. Bronner’s also supports myriad organizations that seek to dismantle industrialized chemical-intensive agriculture models and confined animal feeding operations. This work is interconnected with ocean conservation efforts, as animal waste and chemical runoff from these systems have devastating impacts on both freshwater and ocean ecosystems.