After some controversy, The Body Shop kept a low profile in the United States till 1995 when they experimented with print and radio ads geared towards issues such as self-esteem in women. In 1996, for the first time, the company increased their U.S. promotional budget by 75% to $7 million and selected Goodby, Silverstein &amp; Partners in San Francisco to handle their account. The Body Shop partnered with The Canadian Outward Bound Wilderness School to help send women on wilderness trips to heighten their self esteem. A Canadian Body Shop raised more than $400,000 for violence prevention programs. The Body Shop USA raised $75,000 for the American Women of Courage program with a &ldquo;<em>Blow the Whistle on Violence</em>&rdquo; campaign. Their cause-related marketing was done through their special &ldquo;Social Inventions&rdquo; department.