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

Get $150 Off PR News' Social Media Summit

SMS web ad 180x150Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. You'll be immersed in the strategies and tactics that you can apply right away.

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

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

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.