Velvet has become the first toilet tissue brand to feature the logo of wildlife charity WWF and is now preparing to launch a three- month environmental campaign in partnership with the charity to educate kids about green issues.
New-look packs of the SCA-owned brand, which was formally recognised for its environmental standards by the charity last month, will hit the shelves over the next week.
The campaign kicks off in the second week of October with ads running in key women's weeklies and parenting titles, and through websites such as iVillage.com.
As well as targeted activity in schools to raise awareness of sustainability issues, SCA is launching a Young Nature Photographer of the Year competition through its press campaign, in which children will be asked to take pictures of species or spaces in the UK or while on their holidays.
It is launching a WWF microsite to highlight the partnership, which will take the Velvet brand into schools through teaching resources and activity packs designed in conjunction with WWF and the National Schools Partnership.
"We will work in line with the national curriculum to help children understand sustainability," said Velvet brand manager Traci Baxter .
WWF corporate development manager Nicky Springthorpe added that the partnership with Velvet would allow consumers young and old to make "environmentally positive choices".
In a poll of 1,000 parents conducted by SCA to support the campaign, it discovered that children were more environmentally aware than parents.
Adults claimed to be aware of the environment, it suggested, but they rarely did anything to actively help the environment.