Bounty, a Procter & Gamble home care brand, is On Purpose because it is committed to helping inner city children thrive in clean classroom platform with a commitment to engaging multicultural audiences within their social environments and becoming an authentic part of their experiences.
After successfully launching the ‘Make a Clean Difference’ back-to-school campaign for in 2010, EGAMI was tasked with continuing the momentum of Bounty’s in-school programming. At the same time, EGAMI while encouraging non-users and brand switchers to consider Bounty more often.
Through a media partnership with School Family Media, EGAMI co-created the Bounty “We Love Our School” program to motivate and inspire communities to make a difference in their schools, which was rolled-out at schools nationwide in a week-long launch. EGAMI also conducted a survey to generate newsworthy statistics on the sad state of school cleanliness in America and partnered with Julianne Moore and Kimora Lee Simmons to generate national media at two NYC school cleaning events it implemented. In addition, the agency orchestrated two $50,000 Facebook-based school makeover sweepstakes to generate social media interaction and drive further media coverage of each winning school’s makeover.
The program engaged 1,500 schools, helped clean over 2,500 classrooms and impacted more than 450,000 students nationwide. Through national and location media relations, EGAMI also generated more than 1.3 billion media impressions.