Brightening conversations about bleach

Innovative public relations campaign engages target audience with an online advocacy community.

Challenge

American Chemistry Council leadership wanted to build off the success of an earlier Sachs Media Group campaign that targeted daycare disinfection with an advocacy group of nearly 250,000 moms across several social networks and websites. The ACC engaged our firm to execute a plan that would further build up this community, Moms Against Cooties, and create a safe space for moms to discuss cleaning and disinfection.

Breakthrough

We provided young mothers who disinfect with bleach an outlet to voice support and share positive messaging with friends and family by expanding the purpose of the Moms Against Cooties advocacy group, building out its social media presence, and improving its website. Through these tactics, we effectively countered misinformation and improved sentiment among young mothers about disinfecting with bleach.

Sachs Media Group works with us to engage a core audience for our brand. They’ve worked hard to master our issues and their efforts are paying off. Their strategies are fun, innovative, but most importantly — successful!

— Mary O.

Digital

momsagainstcooties.com

Website design, development

We created MomsAgainstCooties.com to serve as a central hub for campaign content. The website features a regularly updated blog with original articles, free downloadable posters and coloring pages, and ways to advocate for the safe and effective use of disinfection products, including bleach.

Moms Against Cooties

Social/Digital Media

The Moms Against Cooties network features active social media presences on Facebook, Twitter, and Pinterest. We create and publish original content through these channels on a daily basis, with content optimized based on performance.

Outcomes

83 million+ views

across social media and MomsAgainstCooties.com since the campaign launched in May 2011

15,000+ people

visit MomsAgainstCooties.com each month

400,000+ people

visited MomsAgainstCooties.com since the website launched

Won

2015 Silver ADDY Award
2013 Bulldog Digital Gold Award for the nation’s best use of search engine optimization in a public relations campaign