Screen Shot 2013-12-20 at 3.20.10 PMOur first Digital IQ Index: Home Care report, featured the Dawn Saves Wildlife campaign as a Flash of Genius. For the past 40 years, Dawn has partnered with the Marine Mammal Center and International Bird Rescue to save, rehabilitate, and release animals back into the wild. This year Dawn showcased its efforts on, which documents the release process for animals and invites participation.

The website has an animal documentary series narrated by Rob Lowe. Most of the clips are comical, but a few are more serious, showing animals as they are released into the wild after rehabilitation. Dawn invites visitors to make a pledge to respect wildlife and post it to their personal Facebook page via the site. Visitors can also send a thank you note from an animal of their choice to a wildlife rescue worker.

The campaign has rescued 75,000 animals since 1975, and its recent social media efforts publicizing it were successful. Half of the Dawn Saves Wildlife videos were viewed more than 500,000 times. Dawn’s YouTube channel has more than 9 million views, the second highest of all Home Care brands in our report. Its Facebook Page, launched in 2009, has more than 685,000 fans. The campaign is a perfect example of how social good efforts can increase brand awareness.

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