Debunking a damaging myth about chlorine

Great ideas and strategic partnerships lead to public awareness about chlorine disinfection.

Challenge

Improve chlorine’s brand nationwide to pre-empt legislators and regulators from developing policy that promotes chlorine alternatives.

Breakthrough

We debunked a very popular and damaging myth about chlorine by showing that swimmers’ red eyes are caused by the presence of urine in the pool, rather than chlorine. We partnered with the CDC to deliver credible messaging to millions of Americans, as well as to policymakers concerned about chlorine disinfection.

We’ve worked with Sachs Media for four years, and our once-fledgling programs have grown into award-winning juggernauts today. Sachs Media Group is part of our team, and we’re lucky to have them!

— Brian M.

Digital

Healthy Pools

Social/digital media

We debunked a very popular and damaging myth about chlorine, showing that swimmers’ red eyes are caused by the presence of urine in the pool, rather than chlorine. We partnered with the CDC to deliver credible messaging to millions of Americans, as well as to policymakers concerned about chlorine disinfection.

Outcomes

13.9 million

TV coverage (valued at $1.3 million)

87.9 million

Radio impressions

1.9 million

Online video views

2.5 billion

Online news coverage (total monthly visitors to news outlet websites)

Sentiment Improved

Sentiment of relevant chlorine and chlorine-related online content and conversation improved 28 percent during May-August 2015, as compared with the prior four-month period. Most of this improvement in sentiment was due to the 2015 Healthy Pools campaign.