Insights & News

BRG Communications and American Cleaning Institute Named PRSA Silver Anvil Finalist

The PRSA Silver Anvils named the American Cleaning Institute’s (ACI) Packets Up! campaign a finalist in the Reputation/Brand Management Associations/Government/ Nonprofit Organizations Category. The PRSA Silver Anvil Awards recognize and honor the very best public relations programs planned and executed each year. Of the hundreds of entries submitted, only 112 organizations were selected by the Silver Anvil Judges as finalists.

Packets Up!, an educational campaign created by ACI and its members (consumer cleaning product manufacturers) to inform and encourage parents and caregivers to put liquid laundry packets up and out of reach of children.

In the campaign’s 5th year, ACI and its members enlisted BRG Communications to drive measurable engagement and action among parents and caregivers. While the campaign historically drove notable results, it still had yet to prove parents were taking the proper actions to keep their families safe. Through the efforts of ACI with BRG Communications, an agency committed to helping organizations drive action and ultimately behavior change in safety, health, wellness and social issues, the following results were secured:

 • Highly targeted delivery of Packets Up! messaging through national, local and trade media, social media, digital and a PSA distribution while hyper-measurable actions were put in place.
• Deep community saturation, targeting families at the local level through on-the-street material delivery, community events and a pilot market event.
• Parents were engaged through robust parenting influencers with built in target audience to drive engagement, as well as by the pilot program that encouraged parents to post a picture of them putting their packets up and out of reach. More than 400 photos were shared of people putting their packets up and out of reach in the one of the top 10 family-focused markets in the nation (Naperville, IL – outside of Chicago).

The Silver Anvil Awards Ceremony will be held on June 6 at the Edison Ballroom, located in the heart of the theater district, 240 West 47th Street, between Broadway and 8th Avenue, in New York City.

The full list of finalists can be viewed here:

Learn more today.