Parents, start your rug rats.

Today is National Crawl to Action Day, at least according to the folks at Seventh Generation, the self-described “maker of naturally safe and effective household products.”

And it’s not just a consumer-goods company you’ve never heard of running full-page ads in the New York Times promoting the entirely manufactured National Crawl to Etc.

It’s also Erin Brokovich, professional whistle blower, who is “demanding chemical policy reform that will help keep our kids safe and healthy.”

By which Brokovich means, ask for Seventh Generation by name.

Liz Galst at the New York Times Green Inc. blog did a nice job last week decoding Seventh Generation’s National Crawl to Prosperity initiative.

In an effort to reform federal regulation governing toxic substances — and no doubt gain some marketing exposure in the process — Seventh Generation, the green household cleaning products manufacturer, recently started an ambitious campaign dubbed the Million Baby Crawl.

Through a series of Web advertisements, YouTube videos, and in-person promotions, the company invites supporters to post messages attached to virtual “crawlers” — essentially animated baby-avatars carrying personalized messages — on the campaign Web site, and to contact their representatives in Congress about soon-to-be introduced legislation that would amend the Toxic Substances Control Act of 1976.

(Full disclosure: Galst interviewed me for the post, but I didn’t make the cut.)

So . . . a virtual march on Washington. That could virtually work.