The Gulf Restoration Network is going after some irresponsible corporations with a hard-hitting animated video, accusing them of putting profits before the well-being of people living in hurricane alley along the Gulf of Mexico. This strong piece has generated quite a bit of buzz around the web, so I’m betting it’s caught the attention of the folks at Corporate Low Down Depot Mart.

There are two things that I like very much about this piece:

• The video starts strong with an unflinching focus on corporations. This word reminds viewers that “Corporate Low Down Depot Mart” is accountable to shareholders, not the communities where they do business.
• The video closes strong with a clear call to action: The video tells viewers that they can make a difference about this situation, and it tells them precisely what they can do. Bonus points for offering both a consumer action (don’t buy cypress mulch) and a civic action (write the corporations and tell them to stop selling this stuff).

Two thoughts on words that would have helped the middle part punch as hard as the opener and closer.

• The word “wildlife” is stronger than the word “endangered species” in this context. The word “endangered species” is polarizing: your supporters love you more, but your adversaries hate and fear you more. The word “wildlife” is unifying. You earn a wider sympathy with it, and this piece aims wide.
• The video makes the case that cutting down the cypress forests threatens the safety of people living along the coast. I wish they had used the word “safe.” I also wish they made this point first, before the point about wildlife.

Go get ‘em, Gulf Restoration Network.