Full Circle Kicks Off Sponge Social Media Campaign

Full Circle has kicked off the #StartWithASponge marketing campaign. The new campaign is designed to encourage consumers to swap a plastic cleaning sponge for a natural cellulose cleaning sponge, which is plant-based and equally hard-working, the company said.

To kick off this movement, Full Circle swapped out all 45,000 plastic cool-down sponges at the TCS New York City Marathon earlier this month with ones made of cellulose. According to the company, the sponges are made from plant pulp and break down naturally over time.

To participate in the #StartWithASponge campaign, consumers are asked to take a pledge, receive a pledge kit in the mail, and call on others to do the same on social media. Full Circle won’t be selling the kits, however, as long as someone signs up for the kit and refers a friend, they will receive a free sustainability kit.