• by Danielle Oster , July 12, 2023

If it wasn’t apparent before the Writers Guild of America went on strike earlier this summer, it’s abundantly clear now: Entertainment writers are getting hosed -- so why not reach for the soap? D2C brand Pure Rush Soap is lending a hand with a new campaign aimed at supporting WGA writers, letting them know their work is appreciated.

The company is putting its money where its suds are, donating 15% of profits for the month of July to the WGA West (via the Entertainment Community Fund) to support out-of-work (and already underpaid) writers. It's also offering consumers a 15% discount on products for the month, a move the company expects will drive up sales, according to a spokesperson.

A digital ad for the effort follows a series of executives brainstorming how they can produce a potential show called “Atomic Clown.” They eventually decide on using AI elements, spelled out in the voiceover -- implicitly revealing how the ad itself was created. The spot ends with the message “The Writer's Strike Stinks” (in case you're wondering what this has to do with soap) and directs viewers to GetTheWritersBack.com.

Pure Rush typically makes charitable donations to causes related to issues such as climate change and other environmental issues. So why the push for the WGA?

Describing Pure Rush as a purpose-driven brand committed to "creating a cleaner planet," a Pure Rush spokesperson told Marketing Daily, "To be successful as a brand we need to communicate our value and mission to consumers. Writers play a key role in this process by creating stories that will help us connect potential customers in an engaging and relatable way."

Without the help of writers, the spokesperson explained, the brand would struggle to differentiate itself from competitors and be unable to "deliver on its mission."

Just how bad is the plight of the typical entertainment writer? According to the WGA’s website, the percentage of writers paid minimum wage has increased from a third to a half over the course of the last decade, with median weekly pay for writer-producer roles declining 4% over the decade -- or 23% when adjusted for inflation. In the last five years alone, pay has declined 14% adjusted for inflation, according to the WGA.