Europe’s Soap Shortage
Eased By Help Of
Lever Soap, Radio Listeners
"It’s the great C.A.R.E./Swan
--- Hy Averback
"You’ll want to get on this
great plan of Swan‘s."
--- Bob Hope
Lincoln, Me. (DG)---
World War II was a time everyone did their part in helping the Allied
forces defeat the Axis powers. When the war ended, Europe was in
complete shambles. There would be a lot of rebuilding of the towns and
cities in the European countries--- and the lives of the people who had to
regroup after the horrendous destruction. Unfortunately, the rebuilding
process took years.
years passed since the end of the war, and there was still a desperate
need for help. Among other necessities of life, there was a soap shortage
in Europe. The health of babies and small children were threatened due to
the lack of soap. With the help of a gracious gesture by Lever
Brothers and C.A.R.E., the American people were asked to do
their part in eliminating Europe’s soap shortage.
Listeners who tuned in to NBC’S BOB HOPE SWAN SHOW heard
an unusual promotion. Usually, these radio promotions were either
contests or premium offers. In this case, the only compensation the
listeners received was a good feeling.
Ordinarily on the SWAN SHOW, Bob Hope and announcer Hy
Averback used humor for the opening Swan commercials. With
the serious nature of this promotion, both men kept the comedy in check as
they informed the radio listeners of the soap shortage in Europe--- and
what they could do about it.
Averback asked the radio listeners to buy as many cakes of Swan
Soap as possible and to send in the wrappers to C.A.R.E.
The listeners could keep and use the soap, but for every two Swan
Soap wrappers sent to C.A.R.E., Lever Brothers
included a regular size cake of Swan in a C.A.R.E.
package to be sent to Europe. Of course, the more wrappers sent in, the
more soap to be included in the C.A.R.E. package. As if the
listeners needed any assurance, Averback stated that both Lever
Brothers and C.A.R.E. guaranteed delivery of the
This promotion may not give away money and prizes as others did, but it
did give the many listeners who participated a good feeling of doing
something to help the children of post war Europe.