To help reduce the number of unintentional exposures to liquid laundry packets, ACI brought on BRG to activate a strategic, large-scale communications campaign to elevate mindfulness with an urgency to act, generate target audience engagement beyond awareness, and leverage local ambassadors from local media to parenting influencers to spread the message of safely keeping packets up and away from children. With the Packets Up! campaign, BRG established 4 partnerships with trusted healthcare, government, consumer, and advocacy voices, secured over 225 million impressions, and more than doubled engagement.
Advocacy, Awareness and Education
The American Cleaning Institute is the credible voice for the $59 billion U.S. cleaning products industry.