A significant threat to the chemical industry arose online from anti-chlorine content from some environmentalists, eco-NGOs, and green “mommy” bloggers that started influencing federal and state lawmakers. Sachs Media created the Moms Against Cooties campaign to challenge social media conversation about the perceived harmful effects of chlorine bleach and focus on the benefits of disinfecting, especially for mothers of young children, with the goal of protecting chlorine’s brand and helping to preempt adverse messaging and policy. The campaign included the launch of an informational website and mom-centric social media communities with fresh original daily content. Through a regularly updated blog, downloadable posters, coloring pages, and share-worthy memes, the campaign built a community of informed messengers with heavy engagement and content pickup by Buzzfeed, Forbes, and a variety of leading family and environmental blogs.