Don’t Pooh-Pooh its Impact

To promote the release of their Horton Hears a Who! DVD (Dec. 9), 20th Century Fox’s PR people decided to send journalists a bit of crap.

That is, some 1,500 reporters received double-sided press releases printed on recycled paper made of elephant dung. The company that manufactures the finely textured parchment, Mr. Ellie Pooh, sources its, uh, raw material from endangered pachyderms in Sri Lanka; profits go toward preserving the animals.

The tie-in to the movie works well: Horton, Dr. Seuss’s whimsical main character, is a socially conscious elephant who knows the importance of sticking to one’s ideals even in the face of social resistance. He knows that even one small person, one small action, can make a difference, especially in efforts to defend a fragile world.

Fox’s PR department is also giving $10,000 to L.A.’s Union Rescue Mission, as well as donating time to recreate Whoville for the kids.

--Avital Binshtock