Dawn, a P&G-owned brand of washing detergents, has proved its commitment to saving wildlife and conserving the environment by launching campaigns that helped to wash thousands of animals and birds that suffered from oil spills.

Back in 2010, during the man-made disaster in Mexican Gulf, the brand donated $1 from each bottle sold to the charity aimed at washing the animals. Since that time the brand became known as ‘tough on grease yet gentle’ (tagline of the campaign) and delicate enough that one may even wash the birds with it.

Now, with the aim to continue its three-decade commitment to helping save the wildlife, Dawn announces the launch of Junior Wildlife Champions education and activity program. The brand also aims to engage one million elementary school-aged children between now and the beginning of the 2011-12 school year and asks teachers and parents to help in reaching this goal.

The current initiative is powered by Dawn in conjunction with International Bird Rescue (Bird Rescue) and The Marine Mammal Center. The key partner on this project is Discovery Education, the leading provider of curriculum-based digital content whose services are used in more than half of U.S. schools. The company provides teachers and families with modern in-class lesson plans and at-home activities that will help teach children and encourage them to explore the environmental issues. These valuable materials are available for free in English and Spain and can be accessed starting today at starting today at Facebook.com/DawnSavesWildlife and www.discoveryeducation.com/dawn.

Dan Jackson, Dawn Brand Manager, Procter & Gamble commented on the launch of the initiative, «Dawn has a steadfast commitment to help wildlife causes, and we understand the key to successful wildlife preservation is education. We are very excited to drive the effort fueling today’s children to be the environmental stewards of tomorrow.”