Digitally driven, the campaign launched the microsite, www.showwhatsinside.com, to emphasize Seventh Generation’s focus on ingredient transparency in all of their products. A unique Label Reading Guide mobile application helps consumers navigate the cleaning aisle at the grocery store by providing an interactive glossary of commonly used on-pack terms and ingredients. An organic line of ingredient shirts for babies, children and adults features a do-it-yourself ingredient label on the front and comes with a non-toxic marker, allowing consumers to list their personal “ingredients”. In addition, the microsite allows people to show their support for the Environmental Working Group, an organization whose primary focus is to protect children from health problems attributed to a wide array of toxic contaminants found in household products. Additionally, a series of interactive banner ads launched to further promote the importance of ingredient transparency and raise brand awareness.

Soon after the campaign launched, Seventh Generation’s wish to spread the word on ingredient disclosure came true. Due to the campaign, people began to learn about all the toxic and harmful ingredients inside cleaning products and they turned to Seventh Generation, increasing the sales of the Seventh Generation cleaning products by 22%. Most importantly, this inspired many people to join Seventh Generation in the fight against ingredient disclosure.