In April of this year, natural soap brand Dr. Bronner’s launched its first-ever limited-edition advocacy soap label in Canada to promote the documentary Coextinction, for which the brand is a presenting partner.
The label includes a call to action with four ways that consumers can help prevent the extinction of Southern Resident Orcas. The language on the label urges consumers to: Support Indigenous Sovereignty, End Open Net Salmon Farming, Remove Obsolete Dams, and Stop Fossil Fuel Pipelines.
About Dr. Bronner’s
A US-based company founded in California in 1948, Dr. Bronner’s has a long history of commitment to sustainability and fair business practices. The independent, family-owned business is dedicated to carrying on the mission of founder Emanuel Brinner by remaining faithful to his vision of producing socially and environmentally responsible products, and “Dr. Bronner’s commitment to social justice, environmental sustainability, and progressive business practices is part of the company’s mission to put into practice the ‘All-One’ philosophy printed on the company’s iconic soap labels,” as detailed in the company’s press release regarding the label launch.
This year marks the company’s 75th anniversary, and last year Dr. Bronner’s donated approximately $8.5 million to charity and activist causes. The All-One International Initiative, which “seeks to support mission aligned activism in the markets outside the U.S. where Dr. Bronner’s sells its products,” as shared in the press release, and the company’s partnership in the Coextinction documentary are some of the company’s latest endeavors in supporting sustainability efforts worldwide.
As detailed in the company’s press release, “since 2013, Dr. Bronner’s has donated an estimated $4 million to support efforts to protect farmed animals and ocean wildlife, and the company contributed $40,000 USD (approximately $50,000 CAD) from its animal advocacy philanthropy budget in 2022 to support the impact production of Coextinction.”
Coextinction, which is distributed by Blue Ant Media and filmed by Gloria Pancrazi and Elena Jean, debuted at film festivals starting in 2021 and has received international critical acclaim.
Since it was first released, the film has been honored with distinctions including the 2021 Rob Stewart Eco Warrior Award at Vancouver International Film festival, the 2021 People’s Choice Award at the Planet In Focus International Environmental Film Festival, the 2022 Environment Award at the International Ocean Film Festival, the 2022 Audience Choice Award at the Seoul International Eco Film Festival, and Best Documentary Film, Best Original Score, and Best Aerial Cinematography at Los Angeles Cinematography Awards in 2022.
As detailed in the company’s press release, Coextinction was “filmed throughout the coastal watersheds of the Pacific Northwest, including the Salish Sea and along the Broughton Archipelago which are traditional territories of the Musgamagw Dzawada'enuxw, ‘Namgis, Tsleil-Waututh and other Nations, Coextinction documents the plight of the Southern Resident Orcas, of which less than 75 are alive today.”
In the film, the filmmakers lead audiences through the reasons behind the massive losses to the orca population, including the intrinsic links between the decline of wild salmon populations, which are a main food source for orcas, and centuries of unjust action taken against Indigenous communities. Dr. Bronner’s role as presenting partner for Coextinction included providing funds for the film’s impact production as well as documentary promotion.
About the presenting partnership, Dr. Bronner’s President Michael Bronner shared in the company’s press release that “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.”
The promotional labels will be featured on 85,000 Dr. Bronner’s soap bottles. To learn more about Coextinction, visit: https://coextinctionfilm.com.