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Procter & Gamble has donated thousands of bottles of detergent to clean wildlife and has run advertisements that promote Dawn as the best product to use when cleaning animals that have been affected by oil spills. International Bird Rescue researched multiple cleaning agents, looking for one that would be "least traumatizing" and settled on a 10% solution of Dawn. The choice was the basis for Dawn's marketing and goodwill campaigns, including advertising and promotional donations tied to sales. Critics say that fighting oil spills with petroleum-based Dawn increases demand for oil.