What was the partnership?
In October 2019 towel retailer Dock & Bay and Whale and Dolphin Conservation (WDC) began an 18-month partnership supporting WDC's conservation work protecting whales and dolphins.
What did it do?
Addressing the threats posed by single-use plastics to whales and dolphins, WDC works to encourage consumers to make positive choices.
Dock & Bay worked with WDC to create a towel made from 100 per cent recycled materials, donating 20 per cent of the profits. The company also adopted WDC as its Charity of the Year, donating 2.5 per cent of profits from all products sold in 2020.
As well as its recycled towel, Dock & Bay invested more than £15,000 in the development of a not-for-profit laundry bag that filters up to 75 per cent of microfibre plastics in one wash, helping to fight ocean pollution.
The bags are sold at cost and marketed in collaboration with WDC, and will remain available to purchase on the company’s website after the main partnership has ended.
Why did it win?
A Whaley Good Cause has become the most engaged-with partnership on WDC's social media channels, reaching 168,000 users and bringing new audiences to both organisations.
More than 5,000 new customers were brought to Dock & Bay, and the sale of the same number of towels raised more than £18,200 for WDC's conservation projects.
More than 500 laundry bags were sold during the first three months of the product’s limited release.
What did the judges say?
“This is a fantastic example of a business and a charity coming together with a shared goal,” said one judge. “The laundry bag, in particular, appears to represent genuine innovation.”