Campaign Case Study – Clorox
Creating a B2B2C “consumer confidence” campaign for Clorox Healthcare, its partners, and nationwide healthcare systems
The Problem
Healthcare providers nationwide were concerned: Due to ongoing COVID 19 safety concerns, patients were delaying preventive and elective care, then arriving for care with more advanced, serious, and harder-to-treat cases.
To understand how they could help, Clorox Healthcare surveyed 1,700 patients and hospital visitors and found that 79 percent said that seeing posted signs featuring cleaning, disinfecting and hand sanitizing products from brands they know and trust would make them feel more comfortable about visiting a hospital.
The Program
Clorox Healthcare reached out to Program 11 develop an in-hospital campaign to be created and distributed in partnership with a suite of brands that included Purell and Mr. Clean. This was a first for these competing brands to come together in service of a bigger cause. Program 11 served as the neutral agency – working hand in hand with the marketing teams of all of the brands to create a campaign everyone could get behind. And it worked. Our campaign was embraced and implemented by hospital systems nationwide who were seeking to reassure patient audiences of their advanced cleaning protocols.
Campaign Messaging
Working hand in hand with the Clorox Health team and using their research as our guide, we first developed campaign name and key messaging concepts that would simply and effectively convey the hospital’s cleaning protocols, and encourage the patient’s help in practicing social distancing and hand washing to ensure shared spaces were safer for all. Safer Together achieved these goals.
Campaign Identity
From there we developed a visual identity — logo, iconograpy, and photography — that could stand out inside a hospital, and also provide a “wrapper” for Clorox and its partner brands. The plus sign symbol that we used as our campaign icon is in four parts, representing people coming together with a common goal of safety and good health.
Photo Shoot and Creative
It was critical that all photography associated with the campaign show accurate safety protocols to ensure our visuals matched our message. At the time, there was virtually no existing photography showing people congregating in masks, so we produced our own COVID-safe photo shoot. Assets created for the campaign included a full suite of digital ads, plus in-hospital posters, door hangs and table tents, and direct mail pieces.
The results:
Our work with Clorox supported multiple initiatives:
Four of the most trusted companies in professional cleaning – Sodexo, P&G Professional, Clorox and GOJO – collaborated on our campaign successfully.
Hospitals nationwide were given the tools to add confidence about the cleaning and safety of their shared and public spaces.
Sodexo Healthcare North America deepened partnerships with hospitals and healthcare organizations.
