BURLINGTON, VT: Seventh Generation has launched an expansive brand awareness effort for its environmentally responsible home cleaning products. The integrated campaign includes a major PR push, as well as its first national ads.

“There are so many competitors coming into the space and so the message about the importance of transitioning to non-toxic cleaners is getting out there, but a lot of people didn't necessarily know we existed,” said Chrystie Heimert, Seventh Generation's director of PR.

Until the launch of the ...