It's more a PR exercise then an advertising campaign. They are looking to improve the image of their brand rather then make straight sales of this product. Obviously it will help it sell but it's a niche market.
As far as PR campaigns go this is a very good one.
Please keep these type of responses out of this thread. There's no need to come in here to incite. This is great ad with an even better message. Let's try not to mud that up. It's pretty disrespectful.
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