CaseStudy: Bounty’s Valentine to Teachers Results in Spotless Classrooms and Improved Learning Environments

Cleaning Kids: Bounty’s We Love Our School campaign, launched on Valentine’s Day 2011, involved more than 400,000 students and 25,000+ adult volunteers across the country. Photo courtesy of MSL Group Brand: Bounty Agency: MSL Group Timeframe: February - April 2011 Remember when you were in grade school, and your friend Alex spilled a cardboard container of milk on the floor, the teacher would grab one of those heavy, brown-paper-bag-like paper towels to wipe up the mess—and needed 8 or 9 pieces of the stuff to get the job done? That’s a disturbing image that Procter & Gamble’s Bounty paper towel brand was determined to erase for now-grown-up parents in its We Love Our School campaign. Launched on Valentine’s Day 2011, the program successfully mobilized the Bounty target audience—moms with kids in school (who do the shopping)—to launch a nationwide school cleaning initiative. How did this tidy idea come to hatch?

Subscribe Now  |  Login

Comments Off

Deals of the Week

$150 Off PR News' Social Media Summit

socialmedia201602-180x150Join PR News in Huntington Beach, CA on Feb. 26 for the Social Media Summit, where you'll be immersed in real-world, tactical case studies from brands, nonprofits and agencies and get takeaways in pulling and analyzing social media data; emerging social platforms and apps and so much more. 

Use code “150” at checkout to save $150 o the regular rate.

$50 off the CSR & Green PR Guidebook

csr_vol7_print_digital-thumbPR News’ CSR & Green PR Guidebook, Vol. 7 captures best practices in communicating the positive relationships that organizations are building with their communities of interest. This six-chapter guidebook connects the dots between the effective communication of positive social contributions and corresponding improvements in bottom lines.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.