Moms Against Cooties Advocacy Group

A significant threat arose online in 2011 from environmentalists, eco-NGOs, and green “mommy” bloggers that started to reflect itself in the viewpoints of federal and state legislators. This threat was expressed through frequent mention of the harmful effects of chlorine and chlorine bleach, as well as the need for greater regulation of these chemicals, in online content and social media conversation. In response, Sachs Media Group conceived and launched the Moms Against Cooties campaign with the intent of protecting chlorine’s brand, and helping to preempt and defuse adverse messaging and policy. The campaign included the launch of MomsAgainstCooties.com as a central hub for content and conversation, as well as mom-centric social media communities with original engaging content published and promoted on a daily basis. The website featured 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. Since the campaign’s launch, Moms Against Cooties’ content has been viewed more than 100 million times. The social media channels are followed by more than 250,000 people and the website averages more than 15,000 visits per month. Campaign content has also been featured by Buzzfeed, Forbes, and a variety of leading family and environmental blogs.