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From the 2nd Annual Shorty Social Good Awards

Dr. Bronner's "Protect Our Oceans" Campaign

Finalist in Animal & Wildlife


Captain Paul Watson, Founder of Sea Shepherd, famously said, "If we wipe out the fish, the oceans are going to die. If the oceans die, we die."

Dr. Bronner's, the top-selling brand of natural soaps in North America, is a family business committed to honoring the vision of founder Emanuel Bronner by making socially and environmentally responsible products of the highest quality, and by dedicating profits to help make a better world. The company engages in a number of advocacy issues related to social justice and the environment. Dr. Bronner's supports animal advocacy issues and in particular, the protection of ocean wildlife.

To further this support of ocean wildlife conservation, Dr. Bronner's launched its inaugural "Protect Our Oceans," campaign. The objective of the "Protect Our Oceans'' campaign was twofold: 1) Increase awareness among consumers about the need to conserve our oceans, and the imperative conservation work Sea Shepherd is doing; and 2) Provide Sea Shepherd resources, both tangible and financial, to further expand their impact.

By partnering with Sea Shepherd, Dr. Bronner's set a goal to unite our organizations under the common cause of ocean conservation, and leverage our respective audiences to take action in support of ocean wildlife protection.

Strategy and Execution

Dr. Bronner's partnered with Sea Shepherd Germany, for "Protect Our Oceans." The company produced a special, limited edition 4oz Peppermint Castile Liquid Soap, toiletry bag made from recycled ship sail canvas, and other merchandise, proceeds of which go to support Sea Shepherd. The special "Protect Our Oceans" soap label presents unique content to help educate consumers about the work of Sea Shepherd, and the need to "Safeguard biodiversity of delicate ecosystems!" and raise awareness about Sea Shepherd's "innovative direct-action tactics to end the destruction of habitat and slaughter of wildlife in the world's oceans, conserving and protecting ecosystems and species."

Furthermore, Dr. Bronner's purchased a ship for the international ocean wildlife advocacy group, the MV Emanuel Bronner, which set sail in June of 2017. The MV Emanuel Bronner patrols the Baltic Sea, as part of Sea Shepherd Germany's Baltic Sea effort to finally establish real sanctuaries for endangered harbour porpoises. These small and shy members of the dolphin family are seeing their numbers decrease dramatically because they are frequently caught in fishing nets and die as bycatch. To protect this species, Germany should be following EU regulations and designate the porpoises' habitats as sanctuaries where fishing is completely prohibited. Right now, the use of gillnets is still legal and not monitored at all, which Sea Shepherd asserts, must change.

Dr. Bronner's partnership with Sea Shepherd is just one example of the company's greater work to champion animal advocacy, legal protections for farm animals and wildlife, and promote a plant-based lifestyle among consumers. The company's commitment to animal and environmental protection and progressive business practices is part of the company's mission to put into practice the principles that inform the philosophy printed on the company's iconic soap labels written by founder Emanuel Bronner.

David Hance, Chief Operating Officer of the U.S. based Sea Shepherd Conversation Society said of Dr. Bronner's: "We are honored to partner with Dr. Bronner's, a rare company that has a deep understanding of the consequences of human actions on the planet."


The patrol of the MV Emanuel Bronner in the Baltic Sea achieves immediate, direct results in saving the lives of the endangered harbor porpoise, and other ocean creatures killed as 'bycatch' from commercial fishing operations. This tangible impact helps prevent the extinction of this small, threatened member of the dolphin family. Sale of the "Protect Our Oceans" soap directs even further financial support to Sea Shepherd, so that it may continue and expand its crucial work. As Dr. Bronner's continues to engage on issues related to animal advocacy and ocean conservation, we reach millions of consumers via our soap bottles, which for us serve as a 'soapbox' for this message.


Video for Dr. Bronner's "Protect Our Oceans" Campaign

Entrant Company / Organization Name

Dr. Bronner's, Sea Shepherd


Entry Credits